Lori Sobel

Lori Sobel is a seasoned professional with extensive experience at Google, currently serving as the Managing Director and Global Head of Business for YouTube BrandConnect. Here are some key details about her career and role:

Professional Background

Lori Sobel is a 16-year Google veteran who took on her current role as the global business head of YouTube BrandConnect in 2020.1 Prior to this position, she served as the managing director for Google's technology ad sales team.1

Current Role and Responsibilities

As the Managing Director and Global Head of Business for YouTube BrandConnect, Sobel oversees various aspects of the platform, including:

• Strategy development
• Operations management
• Revenue generation3

Her role involves leading YouTube's efforts in influencer marketing and branded content, which has seen significant growth in recent years.1

Achievements and Initiatives

Under Sobel's leadership, YouTube BrandConnect has introduced several innovative features and products:

• App shelf: An advertising product allowing viewers to download apps mentioned in branded videos directly from the watch page1
• Media shelf: Enables viewers to buy or rent streaming shows or movies mentioned in branded content1
• Shopping shelf: Allows viewers to purchase products featured in branded videos1
• Augmented reality try-on: Lets viewers experiment with products before buying1

Vision and Approach

Sobel emphasizes the importance of measurement and performance in influencer marketing. She has overseen the development of metrics to help brands measure the impact of their influencer campaigns, including:

• Influencer lift
• Organic view-through conversions
• Brand interest lift1

Her approach focuses on providing brands with comprehensive solutions for partnering with creators, gathering audience insights, and measuring campaign effectiveness.1

Lori Sobel's LinkedIn profile can be found at linkedin.com/in/lori-sobel-4372936.2