Mastering the Mum Market

Hosted by Christie Nicholas

Business Marketing

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Episodes

Latest episode

Nov 2025

Language

EN-AU

About the show

A podcast by Mumpower. Every month we take a trending topic and explore it through the perspective of brands, influencers and mum shoppers. We leave no stone unturned so you get a complete viewpoint on EXACTLY what it takes to build a brand more Mums know, LOVE and trust. If you are looking for LIVE market insight and PROVEN tips to empower more mums to choose your brand, then this is the podcast for you. We'd love to know what you think! Follow us @mumpower_au or email admin@mumpower.com.au and join our network mumpower.com.au.

Listen to episodes

24 recent

November 15, 2025Episode 417 min

How Williams Shoes Earns Loyalty that Lasts Generations

In this final episode of the year for Mastering the Mum Market Season 2, Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history. Discover howWilliams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from traditional advertising to authentic, grassroots content and shares what it takes to build long-term trust with the most powerful consumer: mums. You’ll learn: • Why mums are still the primary decision-makers in family footwear purchases • How Williams uses mum-to-mum content to drive relevance and results • The key marketing mistake that turns brands into “wallpaper” • What’s changed in how mums shop today, and how Williams keeps up “If you're not talking directly to mums, your brand becomes wallpaper.” Don’t forget to catch up on the rest of Season 2, featuring Big W, ENJO, and more. Follow Williams @williamsshoes Follow Christie on LinkedIn HERE Follow Nicholas on LinkedIn HERE

October 18, 2025Episode 334 min

The Billion-Brush Mission: Inside Happy Hair Brush’s Mum-Powered Success

In this inspiring episode, we talk to Jen Harwood, founder of Happy Hair Brush, about how she built a cult favourite brand by putting mums at the centre of every decision — from product development to marketing. What you’ll learn: • The secret to turning customer pain points into a business • Why mums are your most powerful marketing engine • How to build community-led growth that scales Exclusive Discount Code: MUMPOWER Follow Happy Hair Brush @ happyhairbrush Follow Jen on LinkedIn HERE Follow Christie on LinkedIn HERE

September 20, 2025Episode 236 min

Why ENJO Put Mums at the Centre of Its Brand Revival

In this episode, ENJO Australia CEO Barb de Corti shares how a deeply personal journey sparked a chemical-free cleaning revolution — and how rediscovering today’s mums helped her revitalise a legacy brand. We dive into: • How mums shaped ENJO from day one • The tough business pivot away from direct selling • What modern families really want from sustainable brands • The non-negotiables for building trust with today’s mum shoppers • Why authenticity and education matter more than ever in influencer marketing “Mums are the CEOs of every household — and brands need to treat them that way.” — Barb Whether you’re in FMCG, retail or wellness, this episode is packed with real insight to help your brand grow with purpose — and connect with the consumer who holds the buying power. Follow ENJO @enjo_australia Follow Barb onLinkedIn HERE Follow Christie on LinkedIn HERE

August 16, 2025Episode 131 min

How BIG W is Evolving to Win the Hearts of Aussie Mums

In our season opener, we sit down with Sally McLean , Head of Social at BIG W, to find out how one of Australia’s most loved retailers is keeping pace with modern mums — and winning their loyalty along the way. Sally reveals: • How BIG W’s social strategy shifted from polished to real • Why comedic relief and relatability outperform product posts • How to talk to mums without stereotyping • The value of testing, failing fast, and learning what actually resonates • BIG W’s vision to be every mum’s “wing woman” — not just her store “Mum is still the heart and soul of families. Our job is to make her feel seen — and make life easier.” —Sally McLean If you're a brand wanting to stay relevant with today’s family consumer, this episode is packed with practical takeaways. Follow BIG Won Instagram HERE and TikTok HERE Follow Sallyon LinkedIn HERE Follow Christie on LinkedIn HERE

March 28, 2024Episode 1915 min

New data reveal! Insights into Mums Buying Journey 2024.

Unlocking revenue and increasing market share is exactly what we do at Mumpower. And how we have been able to do this for hundreds of brands since 2009 is by creating and implementing growth marketing solutions, all based on current data insights into how, what and why mums buy. Most recently Mumpower surveyed almost 700 Australian Mums and we presented this intel exclusively in a masterclass for senior brand representatives. In today’s episode, I’m throwing back to this masterclass to share some snippets. Here we unpack the 3 biggest shifts for 2024 this data reveals – and we reveal more around Mums buying journey. If you want to increase your brand impact this year, you need to be across how the market has changed because now more than ever, Mums have the power to make or break your brand. Download our Growth Masterclass here: https://mumpower.com.au/2024/02/18/supercharge-your-mum-marketing-masterclass/ Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/

December 20, 202329 min

BONUS EPISODE: Building Relationships with Mums in Business with Mums & Co Executive Director, Carrie Kwan

Mums are not all the same. There’s power and profit in segmenting the market and speaking to Mums in meaningful ways by understanding different Mum avatars. In this special episode we speak to Co-Founder of Mums & Co Carrie Kwan, to explore the commercial potential for brands to build relationships with Mums in business. Learning what defines them, their purchasing behaviour and the role they play in a brand’s success. Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/ Find Carrie Kwan: https://au.linkedin.com/in/kwancarrie Find Mums & Co: https://www.mumsandco.com.au/ https://www.instagram.com/mums.and.co/

October 26, 2023Episode 234 min

Mastering Market Research to connect with Mums.

This month’s trending topic Market Research. Part 2 – THE MUM SHOPPER Our next chat about market research is with the end customer – the Mum Shopper. Alyise has been a member of the Mumpower network for many years and has participated in countless research projects for many different brands. You will walk away with some easy and obvious approaches to market research, from the methods to take, how to use it, where and when to display it and how to get people to notice your commitment to listening to the customer. Discover the best ways you can use market research to get more Mums to know, love and trust your brand. FIND OUT The market research format that resonates best with a busy working Mum. (01:46) How she feels about participating in product development research for brands. (05:09) At what point will the length of a survey put her off completing. (08:12) What it takes to get the best participation in focus groups. (10:10) About incentives – paid participation or competitions to win. (15:00) Can Mums tell whether a product on the shelf has been shaped by market research? (17:09) Which famous children’s brand does not have a way to connect with them online. (18:30) How brands can easily demonstrate they value the opinion of Mums. (19:41) Whether a Mum is more likely to buy a product that displays its test results/claims on the packaging. (21:45) The key industries where Mum market research is essential. (23:40) How involving mums in market research turns them into brand advocates. (24:24) A great example where market research with Mums can improve brand perception and drive sales. (25:25) How releasing products that are new and improved based on research affects the opinion of the customer. (28:42) Is the personal data provided in market research a big concern to the participant? (31:00) What can a brand do to make a Mum buy their product over a competitor? (32:02) Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/ Find Alyise: @shethinksfrugal Shout out to: @bibs_australia @kollektive.au

September 14, 2023Episode 128 min

Mastering your Market Research with Margarita Magdalinos from Medela.

This month’s trending topic Market Research. Part 1 – THE BRAND One of the most efficient initiatives brands can undertake when faced with an uncertain market is research. It uncovers everything you need to know about your customer and the opportunities to thrive, and in 2023 being customer-centric is more important than ever. Today we speak to Margarita Magdalinos, the International Director of Marketing for Medela, the global authority of breastfeeding-related products. They are obsessed with understanding their consumer and how she is changing to stay top of mind, loved and trusted by more mums. You’ll leave this chat with a better understanding of why research is so important and what motivates your customer to buy, to drive more sales. FIND OUT A bit about Margarita’s role at Medela. (01:44) The topline research Medela is involved in. (04:24) Why it’s crucial to conduct research regularly. (05:50) Tips to put research into practice. (07:00) Why it’s important to localise your research. (09:28) How purchasing behaviours have changed and where you need to be to find out how to get your product in the hands of Mums. (13:05) The role of influencer marketing in market research. (17:05) How to approach market research to impact sales effectively and get the best ROI. (19:34) How assumptions about the customer were proven wrong through market research and a resulting change in marketing strategy improved sales. (22:30) How market research contributed to the consumer-directed creation of Medela’s game-changing new Freestyle Handsfree Breast Pump.(24:17) What’s next for Medela. (26:47) Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/ Find Margarita: https://www.linkedin.com/in/margarita-magdalinos-05749b20/ Visit Medela: https://www.medela.com.au/

August 8, 202343 min

BONUS EPISODE: Your FAQ Answered! A chat with Social Media Lawyer Tegan Boorman & Accountant Shannon Tarbotton.

We're back with another Bonus Ep with a topic by demand! The world of influencer marketing and content creation is changing so quickly it can be confusing when trying to keep on top of the rules and regulations that govern this space. We’re often asked by our brands and content creators about best practice, so of course we had to call on the experts. Tegan Boorman, current chair of AiMCO and founder of Social Law Co and Shannon Tarbotton Director of Elevate Tax & Accounting join Christie Nicholas to answer all your burning questions around the dos and don’ts of social promotion, tax declarations, contracts and brand obligations – you don’t want to miss this one! Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/ Find Tegan Boorman: https://www.linkedin.com/in/tegan-boorman/ https://sociallawco.com.au/ Find Shannon Tarbotton: https://www.linkedin.com/in/shannontarbotton/ https://elevatetax.com.au/

July 18, 202330 min

BONUS EPISODE: A Chat with David Kaplan, Managing Director & CEO, Sleep Corp.

We sat down with David for what was intended to be a deep dive into his company’s product review strategy, but turned into something so much more valuable that we couldn’t keep it to ourselves. Listen in for a peak into the mind of a great leader, who created a brand that has been growing strong for more than 40 years, creating products that help everyone get what is most important for their health – a good night’s sleep. Follow us https://www.instagram.com/mumpower_au/ Sign up to our network https://www.mumpower.com.au Find Christie: Christie Nicholas - Chief Growth Partner - Mumpower | LinkedIn https://www.christienicholas.com.au/ Find David: https://www.linkedin.com/in/david-kaplan-8ab9028/?originalSubdomain=au