What makes over 75% of women change how they shop?

Motherhood

Mums hold the keys to the kingdom, influencing over £250 billion in consumer spending in the UK alone. But how well do you really know them? Take this short quiz to find out.

A Bit About You

You might be here because you have read my book. Perhaps you are a member of my free community.
Or maybe I was recommended to you by a friend or colleague.
Whatever brought you here, it's likely you can identify with some of the following:

❑ You have a great product but no idea how to let more parents know about it.

❑ You are struggling to break through all the noise on social media, and/or feel as though you're leaving money on the table.

❑ Your business is doing well, but you need help taking it to the next level.

❑ You want to learn more about your customers and find out what they truly think about your products and services.

❑ You're looking for insight into your competitors, and are keen to know how parents view their products compared to yours.

❑ You'd like to seek the advice of a trained marketeer with 20 years' experience working in the child and family sector.

It doesn’t matter how great your product is, how brilliant your customer service is, or how hard you and your team have worked. If you don't implement the correct marketing strategy, you will always be selling yourself short.

How I Can Help

Every day, I work with brands like yours, analysing and assessing their business performance, and helping them formulate strategic marketing plans to maximise their potential. Typically, this includes looking at:

How I Can Help

Every day, I work with brands like yours, analysing and assessing their business performance, and helping them formulate strategic marketing plans to maximise their potential. Typically, this includes looking at:

Target Market

Identifying the mums that will be most receptive to your product or service, and figuring out how best to reach them

Positioning

Articulating your competitive advantage and ensuring that your brand occupies a distinctive place and value in mums’ minds

Branding

Investigating what mums see, think and feel when they come into contact with your products or services

Pricing & Distribution

Coming up with a pricing and distribution strategy that works for both you and your customers, while maximising profitability

PR & Comms

Generating press coverage and other word-of-mouth opportunities that have a positive impact on your business

Social Media Strategy

Optimising social media channels and exploring ways to cut through the noise to reach the mums most relevant to you

A BIT ABOUT ME

A formally-trained marketeer with over 20 years’ experience in the family sector, I help companies understand mums and how best to target them.

Find Out More

A self-confessed polymath (I have degrees in both Applied Maths and Social Science), I have accumulated a wealth of experience in the family sector. This includes 4 years at the BBC working on children's television (I was part of the team that commissioned the Teletubbies), 2 years writing educational materials for Kumon, 10 years covering family trends for an investment firm in Tokyo, and a couple of years as head of baby product research at a London consultancy firm. In addition to this, I have created artwork that I wholesale to a selection of premium retailers, and I have also written a best-selling children's book.

In 2015, I set up the Institute of Mums to support clients within the family and baby-product industries. Part of this involved building a large social media community of over 100,000 parents that I can tap into and leverage for research purposes (my most popular post attracted more than 35 million views!) I now spend about half of my time working with large established brands, and the rest helping small businesses. I've worked with clients, covering a broad spectrum of industries, including car seats & pushchairs, education & schools, fashion, food & beverage, photography, theatre & dance, and travel & leisure.

Interested in finding out more about how I can help your business?

Get in touch

A Bit About Me

A self-confessed polymath (I have degrees in both Applied Maths and Social Science), I have accumulated a wealth of experience in the family sector. This includes 4 years at the BBC working on children's television (I was part of the team that commissioned the Teletubbies), 2 years writing educational materials for Kumon, 10 years covering family trends for an investment firm in Tokyo, and a couple of years as head of baby product research at a London consultancy firm. In addition to this, I have created artwork that is now stocked in a couple of premium retailers, and have also written a best-selling children's book.

In 2015, I set up the Institute of Mums to support clients within the family and baby-product industries. Part of this involved building a large social media presence of over 100,000 parents that I can tap into and leverage for research purposes (my most popular post attracted more than 35 million views!) About half of my time is spent working with large established brands, and the rest helping small businesses. I've worked with clients across a broad spectrum of industries, including car seats & pushchairs, education & schools, fashion, food & beverage, photography, theatre & dance, travel & leisure, and much much more.

Learn more about my services and capabilities

READ MY BOOK

"This is a marketing bible for any new or existing business selling to mums. I only wish it had been around when our business started, as it would have saved us time, money and wasted energy."

- Sally Dhillon, co-founder Career Mums

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