Coworking with Beth Nunnington

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Beth Nunnington is VP of organic media at digital marketing agency Journey Further, which works with retailers like Claire’s and Marks & Spencer.

How would you describe your job to someone who doesn’t work in retail? I help global brands and retailers better connect with their audiences through high-quality, relevant links and media coverage.

One thing we can’t guess about your job from your LinkedIn profile? As a comms professional, this is hard because of course, I naturally put everything I do on my LinkedIn! However, what it doesn't immediately reveal is my passion for utilizing data and insight to inform and fuel digital PR strategies. We blend a combination of performance data (SEM and SEO insight) with brand to ensure we are driving as much ROI for clients as possible.

What’s your favorite project you’ve worked on? One of the most memorable projects I’ve had the pleasure of working on was a collaboration with [experience gifting company] Red Letter Days aimed at enhancing their organic performance. Our goal was clear: to drive SEO and brand performance by creating a buzz around an experience so unforgettable that it would captivate audiences and elevate the brand’s visibility within search. Using a combination of SEO insight and proprietary technology, we identified an opportunity to improve search visibility around spa and beauty keywords. Teaming up with Dial House, a renowned 5-star boutique hotel, we crafted a luxury experience like no other: an opportunity for two lucky individuals to indulge in a bath filled with champagne and 24K gold leaf. But our approach went beyond mere extravagance; we sought to understand the science behind these luxurious elements. Collaborating with skin experts from Harley Street Clinic, we gained valuable insights into the properties and benefits of bathing in champagne and gold leaf. Our strategy encompassed a holistic approach, targeting keywords spanning spa, beauty, short breaks, and even food and drink.

Which emerging retail trend are you most excited about right now, and why? Relevance! In a world where consumers are inundated with advertisements and promotions, relevance is key to capturing and retaining their attention. By creating content that resonates with their interests, needs, and values, brands can foster deeper connections with their audience, driving loyalty and advocacy in the process. On top of that, with the shift towards privacy-centric approaches to data collection and targeting, relevance becomes even more paramount. By focusing on earned media and leveraging the power of authentic storytelling, retailers can navigate this new landscape while delivering value to their customers.

What’s your go-to coffee order? I love a good flat white from my favorite coffee shop, Bwè Kafe in Hoboken.

Worst piece of advice you’ve received? The worst piece of advice I’ve ever received is “Don’t bother with print.” While it may seem outdated in our digitally-driven world, disregarding print media overlooks a crucial aspect of marketing—the opportunity to foster meaningful connections with different audiences. In today’s fast-paced world, it’s easy to lose sight of the importance of building genuine relationships with customers. While our strategies are predominantly created to boost online presence, if our customers are reading certain print publications, we should consider sharing our content with them too.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? I’ve always loved bright accessories (especially in pink) and have also been a sucker for a really lovely matching handbag and wallet—and still am! When I was 15, I wasn’t fussy, but now my favorite has to be Kate Spade. The brand mantra of “live colorfully” is also something I live by.