Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history. Discover how Williams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick reveals the brand’s shift from...

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. Whether you’re in FMCG, retail or wellness, this episode is packed with real insight to help...

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...

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...

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...

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...

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...

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...

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....

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...