CEO of Mamamia: What 7.5 Million Women Are Actually Paying Attention To

If you’ve ever looked at your marketing spend and thought… this should be working better than it is… you’re probably right. Natalie Harvey is the CEO of Mamamia, a media company reaching over 7.5 million women every month, with millions of daily data points showing exactly what people are reading, watching and listening to in real time. She’s been on both sides of the table, buying media, selling it, and now leading a business that sits incredibly close to what actually gets attention and what gets ignored. Today we’re chatting about audiences actually behave, where brands are wasting money, why podcasting is still massively undervalued, and what’s coming next as AI and video start to reshape the industry. Key moments: 0:00 - What Mamamia actually looks like in 2026 and why it operates differently to every other media brand 02:26 - How Mamamia got to number one and what actually drove that shift in audience growth 6:07 - How they know exactly what their audience cares about in real time 9:31 - Who is really consuming women’s media and why most brands misunderstand it 13:59 - Why most new podcasts don’t work even when the idea feels strong 24:24 -  Why they are investing in video podcasts before the revenue is there 27:37 - What a smart first podcast ad looks like if you have never run one before 35:29 - The biggest mistakes marketers make when they are spending budget 38:48 -  Where a $50k to $150k marketing budget should actually go right now 40:11 - How to spot if you’re being sold the wrong thing in media 43:00 -  Does Australian media actually performs better than global platforms? 49:27 - How they are using AI inside the business and where it is actually useful 58:19 - What to change this week if you know your ads aren’t working If you want more of Natalie, check her out on LinkedIn here or visit www.mamamia.com.au If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ And if you want help to grow your business with marketing that drives results and stands out head over to www.tfm.digital