About Christie Nicholas

My epiphany came via a press release. It was 2005 and as a global toy company’s marketing manager, I was signing off on the release an agency had prepared. Except my heart sank. Even though I wasn’t a Mum then—I now have two teenage daughters—I knew the brand messaging didn’t connect to the audience buying the product.


The world’s most powerful consumer, Mums control around $23 trillion in global annual spending. But brands and agencies failed to understand Mums don’t want jargon, they want honesty. That was the moment I decided Mums deserved better and brands could be better.

In 2009 I opened Australia’s first marketing agency exclusively representing brands Mums buy. Now, as Australia’s most experienced authority in the Mum-marketing space, I’m a speaker, author, podcast host and entrepreneur with global impact and money-can’t-buy insights and experience.

My mission is to lead a movement that educates, empowers and enables Mum-centric businesses to go further—and to involve Mums in the brand dialogue.

That’s my professional ‘why’. My personal one? I’m responsible for showing my daughters what a big, happy, adventurous life looks like. I take happiness and living in alignment with personal values very seriously!

Originally called Kids Business, Mumpower has partnered with 400 brands across all categories including iconic brands Coles, Kmart, Spotlight and Dyson. We’ve introduced the social media initiative the Bloggers’ Brunch (now Australia’s premier influencer marketing event), spearheaded industry research assignments to understand what and why mums buy, and established S.M.A.R.T. business growth systems that take B2C relationships and revenue to a new level.

Along the way I wrote a book called The Mum Who Roared to motivate Mums to reclaim themselves as individuals, and my agency was a 2021 finalist in the Best Boutique Agency category at the prestigious AiMCO Awards.

I’ve always known success is about building relationships. My parents ran cafes so growing up I learned the art of connecting. After a derailed foray into my dream career as a news reporter, I took my fascination with people down a marketing path and worked with top entrepreneurs. It inspired me to create Mumpower.

Away from work, I run, enrol in a ton of courses and spend quality time with family and friends to stay energised with life. Oh, and I once talked my way into meeting US President Bill Clinton. That taught me confidence and bravado pays, at home and in business.

As Australia’s longest standing authority in the Mum-marketing space I’m here to educate, empower and enable Mum-centric businesses to go further and most importantly, involve Mums in the brand dialogue.

Conferences I’ve presented at

Are you hosting a conference or exhibition that attracts brands which speak to Mums? Perhaps you’re from a corporation that sells products to this audience?

Either way, through my signature and custom talks and masterclasses suitable for local and global markets, I’m available to educate and empower your guests, as I have thousands of others.

I have known Christie for many years. Not only does her passion, knowledge and commitment to the brands she partners with inspire me in my own work, but I know and trust the information, research and insights Christie shares is relevant in the market and is of value for the MumPower brands right now and into the future.

Any brand marketer attending the webinar Christie hosted with us on behalf of Mumpower was fortunate to walk away with key insights into how their brands can connect with their audience and impact their lives. Christie has spent years learning and educating brands about the value and truth behind connecting to your audience in the mum and baby space.

She is an outstanding presenter who engages and understands this market segment and has a remarkable network for brands. Prepare to be blown away by the learnings and networking opportunities Christie and her team has to offer!

Gain from my decades of experience

Beyond attending one of my signature presentations, a corporate masterclass is the next step to ignite change and improvement. Or for more advanced support, the Mumpower team boasts best in class activations to drive relationships and revenue with Mum Shoppers. Grow faster with experts by your side.

Corporate Masterclasses
Hands-on workshops & presentations

Upskill your team with full access to my decades of experience, insights and strategies via hands-on workshops, presentations and breakthrough sessions including:

  1. Full/half day training on our unique S.M.A.R.T growth strategies exclusively curated for brands that sell to Mums
  2. Mum-influencer marketing trends and best practices
  3. Business breakthrough one hour consultation to workshop challenges and get back in alignment with growth plans

Your team will be armed with proven strategies, renewed perspective and an expert edge on ways to accelerate brand results.

Marketing Services
Done for you marketing

Do you want your marketing done for you so you can invest your skills and time into what you excel at? Grow faster with the Mumpower team by your side as partners and benefit with:

  1. Market research services – because knowledge is profit
  2. Influencer marketing – drive brand awareness at scale
  3. Global accelerator – expand brand presence into new markets

Designed for brands that don’t have time or resources to manage a high impact Mum-marketing program and expect outcomes of the highest level.