Behind the Brand: Natasha Williams – The Founder Building a Business That Works for Real Life

Meet the mum redefining modern leadership. Natasha Williams isn’t just running a business — she’s rewriting the rulebook on how success looks for working parents. As the co-founder of Word of Mouth Digital, she’s proving that flexibility, empathy and ambition can coexist — and that motherhood might just be the best business training of all.

There’s something magnetic about the way Natasha Williams talks about business. It’s not all KPIs and campaigns — it’s problem-solving, human connection, and the kind of flexible success story every working parent dreams of. As the co-founder of Word of Mouth Digital and a mum of two, Natasha is redefining what it means to build a thriving digital agency around real life, not the other way around.

“I wanted a flexible and fulfilling career,” she says. “I absolutely love building businesses – it’s problem-solving. I wanted to build something that gave me creative freedom and time with my family.”

That’s how Word of Mouth Digital was born — a family operation started with her brother, now a fast-growing digital agency trusted by big names like H&M. But behind the glossy portfolio is a mission far more personal: creating a work culture where empathy, flexibility, and results can coexist.

Building a Business Around Life — Not the Other Way Around

While most parents wrestle with the elusive idea of balance, Natasha and her team made it the foundation of their company. “We run on outcomes, not hours,” she explains. “It’s not about token half-days or office perks. Everyone knows what success looks like each week, so they can work in a rhythm that fits their life.”

That rhythm isn’t accidental. Her brother’s non-negotiable was travel; hers was motherhood. The solution? A structure that made room for both — without compromise. “It’s not chaos disguised as flexibility,” she adds. “It’s trust built into structure.”

Empathy as a Business Superpower

Empathy might sound like a soft skill, but at WOMD it’s a strategic one. “It looks like paying attention,” Natasha says. “People have seasons in life, just like brands do. Empathetic leadership means asking, ‘What do you need to do your best work?’ — and then actually listening.”

Her approach isn’t just about supporting her team through sick-kid weeks and family juggle-days — it extends to clients too. “They’re under enormous pressure to scale and perform. I want to create an environment where clients can come to me for support or advice, even if it’s not part of our remit. I think almost all of our clients will attest to this.”

Marketing to Mums — Without the Clichés

When it comes to marketing to parents, Natasha’s take is refreshingly no-nonsense. “Brands underestimate parents,” she says. “So much marketing to mums leans on guilt or clichés — it falls flat. Parents don’t need to be told they’re tired. They already know.”

Her advice for brands is simple: drop the tropes and solve real problems. “The brands that win understand the mental load. They speak to parents as whole people, not just stereotypes juggling coffee and chaos.”

A Culture That Celebrates Real Life

Ask Natasha what she’s most proud of, and it’s not the client list or awards — it’s the everyday moments that prove her company is doing something different. “No one bats an eye if kids jump on calls,” she laughs. “We’ve normalised something that used to be a source of stress for working mums. Motherhood isn’t something you have to hide to be taken seriously.”

The company’s culture, built on mutual support, has actually become its growth engine. “Our business scaled significantly after my first pregnancy because it forced us all to become more efficient.”

Balancing Data, Creativity, and Heart

In a world where digital marketing can feel algorithm-driven and automated, Natasha keeps things grounded. “Data, creativity, and heart aren’t separate things,” she says. “Data shows what’s working, creativity brings the spark, and heart keeps it human. The best marketing sits right in the middle.”

The Motherhood Mindset That Powers Her Business

Motherhood hasn’t just influenced Natasha’s leadership — it’s rewired her mindset. “Radical acceptance,” she says without hesitation. “Sometimes you just have no choice. You’ve got an email to send, but you’re rocking a crying baby to sleep. You can’t control everything, but you can control how you respond.”

She laughs as she admits she’s never been more productive. “Former me would be amazed at what I can smash out in one hour of child-free time.”

On Mum Guilt and Perspective

Natasha is also unapologetically honest about privilege and guilt. “I’ve got help — nannies, my mum, daycare, my husband. Mum guilt is unavoidable, but I’ve accepted it as proof that I care deeply about both worlds,” she says. “I want to model what a well-rounded, interesting person looks like for my kids. And ultimately, I’m building their future. And paying for their weekly blueberry allowance.”

The Future of Work — Flexible, Human, and Outcome-Driven

When asked what the next five years of modern work should look like, her answer is clear: “Built around outcomes, not optics. The modern workplace should measure impact and energy, not attendance.”

For Natasha, flexibility isn’t a trend — it’s a non-negotiable. “Hybrid shouldn’t just mean where you work, but how. Some days are creative sprints, some are family days. We’ll never have a mandated office — instead, we fly everyone to Sydney a few times a year to connect. That’s what culture looks like.”

Her Advice for Parents on the Edge of a Big Leap

“Don’t wait to feel ready — take one small step,” Natasha says. “Confidence comes from evidence. You’ll never have perfect timing, but if you’ve got a good idea and strong instincts, back yourself. You can build something incredible and still be the parent you want to be. Stability is often someone else’s schedule.”