Melanie Notkin Back to Main
ON WHOSAY SINCE: Aug 2, 2012


Melanie Notkin is America’s Savvy Auntie® and an entrepreneur, author, speaker, marketer and the leading voice of the nearly 50 percent of American women who are childless.
Notkin launched, the first online community for aunts and godmothers, in the summer of 2008 to wide acclaim. The award-winning website includes expert content designed specifically for aunts.
Notkin’s book on the subject, SAVVY AUNTIE: The Ultimate Guide for Cool Aunts, Great-Aunts, Godmothers and All Women Who Love Kids (Morrow, 2011), was a Wall Street Journal best-seller.
Today, Savvy Auntie is ranked among Forbes’ Top 100 Websites for Women. Notkin has accumulated a large and influential social media following and is ranked among the Top 100 Most Powerful Women on Twitter (Grader) and is a Top 10 Woman in Social Media (genConnect/YahooShine).
As the leading voice on aunthood and childless women, Notkin has been featured on CNN, NBC, CBS, ABC, FOX, CW as well as on NPR, and the BBC and Australia’s ABC RadioNational. Notkin also pens popular blogs on Huffington Post Women and on the subjects of childless and/or single women.
As a marketer, Notkin identified an overlooked and influential segment of women, the nearly 50 percent of American women who are childless, and dubbed them PANKs® - Professional Aunts No Kids. She has attracted leading brands including Hasbro, Disney, Hallmark, Tropicana, JCPenney, Yoplait, Sprout and Scholastic as sponsors. Her groundbreaking advertising campaigns have been featured in The New York Times, Advertising Age, and The Wall Street Journal where she’s been lauded as a ‘trusted source’ and spokesperson for America’s top brands. Her first B2B marketing conference to help marketers reach PANKs will debut in the fall of 2012.
As a toy expert, Notkin launched the SAVVY AUNTIE COOLEST TOY AWARDS in the fall of 2009 to help secondary caregivers become aware of the expert-approved toys kids crave every holiday season. She serves on the Toy Industry Association Toy of the Year Nomination Committee and is a former contributing editor at Toy Wishes Magazine.
In 2009, Notkin launched AUNTIE’S DAY®, the first national holiday to honor and celebrate aunts and aunthood. The fourth annual Auntie’s Day took place on Sunday, July 22, 2012.
As a successful business woman, Notkin lectures at various conferences inspiring women, students and entrepreneurs on launching the businesses of their dreams and leveraging social media to do so. She was a regular panelist on FOX News Live Business Hour and has been featured in Business Week, Inc Magazine and Huffington Post for her work as an entrepreneur, as well as in white papers for Forrester Research and Marketing Profs.
Before developing Savvy Auntie, Notkin was an award-winning, senior level interactive marketing and communications executive for global Fortune 500 companies, including The New York Times and American Express, as well as L’Oréal. She is a graduate of McGill University in Montreal, Canada where she was born.
Notkin is a Savvy Auntie and Auntie by Relation (ABR) to a number of wonderful children who are the loves of her life. She is also an Auntie By Choice (ABC) to all of her friends’ kids, who come in a very close second. Notkin resides and works in New York City.

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