Leading Through Change: How Aaron Gottlieb Built a Career at the Intersection of Retail, Strategy, and Execution
Behind every effective retail strategy is a leader who understands not just the plan, but how it comes to life in-store.
In this episode of Candid with Candidates, Jenn Hahn sits down with Aaron Gottlieb, Executive Vice President of New Business Development for Retailer & Experiential Services at Advantage Solutions and President of Damon Japan, to discuss what it takes to build a sustained and impactful career in the retail industry.
With more than two decades at Advantage Solutions, Aaron has navigated a wide range of roles across functions, geographies, and business units. His experience reflects a key theme of the conversation: career growth is rarely linear, and the most effective leaders are those who actively seek diverse experiences and remain adaptable in the face of change.
Aaron provides a comprehensive view of how Advantage Solutions supports both retailers and brands through its three core pillars—branded services, retailer services, and experiential services—positioning the company at the center of the retail ecosystem. From that vantage point, he offers valuable insights into the evolving dynamics between retailers, suppliers, and service partners.
They also explore leadership development, decision-making under pressure, and the importance of balancing strategy with execution. Aaron emphasizes that while organizations often invest heavily in strategy, long-term success depends on consistent and effective execution at the store level.
Episode Highlights
(01:00) Overview of Advantage Solutions and its role in the retail ecosystem
(02:30) Aaron’s dual leadership roles and the scope of his responsibilities
(04:30) Early career advice that shaped his trajectory: gaining field experience
(06:30) The importance of personal ownership in career development
(07:30) Leading through change and navigating organizational transformation
(10:00) A pivotal leadership challenge and lessons in conviction
(13:00) Approaching difficult conversations and high-stakes meetings
(15:00) Building a leadership brand through visibility and engagement
(16:00) Key trends shaping retail: AI, labor dynamics, and margin pressure
(19:30) The growth of retail media and the continued importance of in-store sales
(21:00) The future of retail: enhancing the physical shopping experience
(23:00) What differentiates top candidates in competitive hiring processes
(26:00) The role of preparation and curiosity in successful interviews
(27:30) Staying current: leveraging AI and continuous learning
“No one cares more about your career than you. If you’re waiting for someone else to drive it, you will not move.”
What You’ll Learn from This Episode
How cross-functional and field experience accelerate leadership development
Why is adaptability essential in an environment defined by constant change
The importance of aligning strategy with execution to drive business outcomes
How to build conviction as a leader while maintaining balance in decision-making
Why strong communication and engagement are critical in high-stakes discussions
What hiring leaders prioritize beyond technical skills during interviews
How preparation and informed curiosity can differentiate candidates
The role of AI as a tool for enhancing decision-making and operational efficiency
Connect with Aaron Gottlieb on LinkedIn
Stay Candid
Candid with Candidates shares real stories from inside major organizations—stories that don’t make it into the slide decks or LinkedIn highlight reels. Follow along for conversations that inform, encourage, and help you navigate your own path to leadership.
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