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.
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 (https://www.instagram.com/williamsshoes/)
Follow Christie on LinkedIn HERE (https://au.linkedin.com/in/christie-nicholas-mumpower)
Follow Nicholas on LinkedIn HERE (https://www.linkedin.com/in/nicholashobley)
18 Oct 2025
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 (https://www.instagram.com/happyhairbrush/)
Follow Jen on LinkedIn HERE (https://au.linkedin.com/in/jenharwood)
Follow Christie on LinkedIn HERE (https://au.linkedin.com/in/christie-nicholas-mumpower)
20 Sept 2025
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 (https://www.instagram.com/enjo_australia/)
Follow Barb onLinkedIn HERE (https://au.linkedin.com/in/barbdecorti)
Follow Christie on LinkedIn HERE (https://au.linkedin.com/in/christie-nicholas-mumpower)
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
20,112
Score snapshot 15 Sept 2025
Spotify
5.0 / 5
3 ratings
Podcast Authority Score: 40 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
18
Social presence
97
YouTube
72
Engagement
32
Host of Mastering the Mum Market?
Claim your podcast to manage its listing and keep your show details accurate.
Pod Engine is an independent podcast discovery and analytics service and is not affiliated with or endorsed by this podcast. Artwork and show content belong to their owners. Full legal notice.
Explore this show Podcast research with Pod Engine
