Industry Profile: Christie Nicholas at Mumpower

By AdNews | 6 June 2024

In this series, AdNews takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. This time it's Mumpower CEO Christie Nicholas.

Time in current role/time at the company:

In 2009 I left my job as a marketing manager to embark on this Mumpower adventure and I am still at it!

How would you describe what the company does?

Established in 2009, Mumpower is Australia’s most trusted and longest standing marketing and influencer agency shaping brands that speak to mums. With a vast network of mum influencers, creators, market research and product review panellists, we keep the world’s most powerful consumers at the centre of the conversations and empower more mums to know, love, and trust your brand.

Mid to large companies continue to choose Mumpower to boost sales and increase market share through our proven solutions including product reviews, user generated content, influencer marketing and market research.

Ultimately, we are here to fast track growth for mum-centric brands.

What do you do day-to-day?

A huge part of my day to day is spent liaising with senior marketers and brand custodians to better understand what their future brand goals are as well as their current challenges standing in the way of their success. Then, there is a lot of team collaboration to curate and present the perfect roadmap to their success.

Aside from this, I work with our team on new consumer research insights so we continue to have a clear idea of how, what and why Australian mums buy, or I’ll be hosting masterclasses to share new trends and marketing to mums best practices, and on stage sharing insights and best practices.

Define your job in one word:


I got into marketing/advertising/media/tech because:

I was fortunate to have been offered a job in an events company while I was at university and that showed me the fun side of PR/communications, the possibilities of sponsorship and the world of entrepreneurship. My interests grew from there and this was a springboard to work in television and then later on at an esteemed marketing agency with a portfolio of sensational brands. This shaped my career as it was an exciting starting point.

In some ways I feel like the early days in my journey were a result of opportunities that presented themselves that felt right and that led me to my role now.

What’s the biggest challenge you face in your role?

Since the pandemic, there is so much more unknown and the industry fluctuates more often, in comparison to pre-pandemic. The economy, world events and interest rate rises does affect many factors and the challenge is to continue to find a way to add tremendous value in any climate we are in, because this is the new normal.

What’s the biggest industry-wide challenge you’d like to see tackled?

I think there’s a lot. It’s a bit like playing Jenga. Even if you sort out one block, there’s always another block that threatens to impact the bigger picture.

Notable campaigns you have worked on:

Two that stand out to me are:

Partnering with Russell Hobbs; a globally renowned small appliance brand. We have been their mum marketing agency for over three years and the continuous sales growth and brand advocacy we have achieved together through influencer marketing, influencer events and product reviews is rewarding, given the market turbulence.

Leading breastfeeding authority Medela. Medela has chosen to work with Mumpower for the better part of 10 years for a mix of solutions, including influencer events, influencer marketing, and market research. As we grow together, we have been able to foresee future trends and take steps today to guarantee results. It is rewarding to be a part of their growth.

Who has been a great mentor to you and why?

I am grateful to many great mentors including;

Marc Brick, the CEO at Playgro where I worked as a marketing coordinator.

Paul Solomon, the co-CEO at Moose where I worked as a marketing manager.

Both were generous with advice and calling out what they saw as my strengths. This gave me self belief and courage to step up. I hope I have been able to share this kind of support with those I have mentored over the years too.

Words of advice for someone wanting a job like yours?

It’s 95% hard and 5% exhilarating. You have to be ok with that. It’s that 5% of the time that will keep you going for the rest of the time.

If I wasn't doing this for a living, I'd be:

I’d either be a news reporter. Jennifer Keyte is keeping my seat warm.

Or a consultant travelling the world, transforming mindsets, and igniting people’s internal passions to be their best selves. Cheesy but true.

My mantra is:

My mantras change daily, depending on what is happening.

At the moment, it is “Your comfort zone is where your dreams go to die. Always be learning. Always be growing. And be willing to get uncomfortable.”

My favourite advert is:

I like adverts that make me feel something.

When they make me cry or well up – it’s a winner.

Music and TV streaming habits. What do you subscribe to?

An endless stream of personal development, business and spiritual podcasts and audio books.

Tell us one thing people at work don’t know about you?

I got married at 22 years old and my first job was at a music store.

In five years time, I'll be:

Mumpower will be making bigger impact both in Australia and globally, which will provide me with a reason to travel the world, to transform businesses and brands that speak to mums to help them unlock revenue and create monumental impact in their space and inspire team members to see and value their super powers and the contribution they make.

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