Sonia Beal was drawn to her current role and to Foodstuffs after observing the co-op’s public relations response during the pandemic.
The clarity, steadiness and community focus of its communications during such a critical time reinforced her interest in being part of a business that has played such an essential role in New Zealanders’ daily lives.
Throughout her career, she has been inspired by great communicators and leaders, those who are clear, direct and able to get straight to the point without unnecessary noise.
“It’s refreshing and surprisingly rare. I really value communication that is concise but still meaningful,” said Beal.
She is equally drawn to powerful storytelling that captures attention, resonates deeply and leaves a lasting impression. That belief has continued to shape her approach to communications today.
Her advice to those entering the industry is to: be yourself, go after what you want, stay true to your values and trust your instincts.
If something feels off, it usually is. Look after yourself – I always say, look after #1. And if you really want something, take action to make it happen.
While studying at Victoria University of Wellington, she was drawn to the idea of working at Parliament, an ambition that became a reality after completing her studies. She began as an Executive Assistant in the Office of the Leader of the Opposition.
Following a change of government, the Leader’s Office transitioned into the Prime Minister’s Office in the Beehive, where she continued her work before moving into a Minister’s Office as a Ministerial Secretary and later, Electorate Secretary.
Ready for a new challenge, she returned to study to pursue a long-held dream of becoming a journalist, writing for daily newspapers and publications in New Zealand. Over several years in media, she refined her storytelling craft before setting her sights on communications.
Beal added that transitioning from journalism to communications was quite difficult, but she put herself out there, and a conversation at a function led to a key introduction and her first communications role in the public sector.
“It was about being proactive and backing myself. I’m hugely grateful to the people who opened the door.”
She has worked in various communications roles across the public and private sectors for eight years, bringing a journalist’s curiosity and commitment to authenticity to her work.
Among her career highlights are her time at Parliament and her years in journalism, formative experiences that laid the foundation for her career.
“I’m fortunate to have been able to work in such interesting, fast-paced and dynamic environments so early on in my career, and I’ll always be grateful to the people who saw my potential and vouched for me, particularly for my first ‘real job’ at Parliament. It taught me that if you stay true to who you are, the right people will recognise it.”
Today, one of the most rewarding aspects of her role is telling the positive, people-focused stories across both Foodstuffs co-ops.
“There are some incredible owner operators at Foodies who go above and beyond for their customers and communities, helping people and making a difference, not necessarily because they have to, but because it’s the right thing to do. It’s a real privilege to be able to bring many of those stories to life.”
What continues to motivate her is simple: helping others and sharing positive, authentic stories.
At the end of the day, it’s all about people and connection. There are so many great stories out there, and we all need a little more of that positivity to share.
Discover the stories of more women in business here
