202: She built a global business for assistants, starting with a simple blog.

In this episode, Nicky Christmas shares how she went from Executive Assistant to founder of The EA Campus and what it really takes to turn a side project into an international platform.

Instead of following a traditional career path, Nicky created something that didn't exist at the time: a space for assistants to learn, grow, and be taken seriously. Today, her platform reaches thousands of Executive Assistants and Personal Assistants globally through online courses, virtual summits, and a strong professional community.

But this conversation goes beyond her story.

We talk about:

- The real shift from Executive Assistant to entrepreneur - Why so many assistants are still underestimated in today's workplace - The gap between skills and recognition in companies - How AI tools and digital transformation are changing the assistant role and why many organizations are falling behind

This episode is a must-listen if you're ready to think bigger about your Executive Assistant career, step into a more strategic role, and explore what's truly possible beyond the job title.

---

This is what Nicky says about herself and her work:

Hi! I'm Nicky Christmas. Let me tell you about The EA Campus.

Back in 2011, I launched what would become Practically Perfect PA as a passion project, while working full-time as an Executive Assistant to the COO and CFO of a global insurance organization.

At the time, there were few resources for Assistants, and I wanted to create a platform that not only provided guidance but also reshaped the conversation about the role of Assistants.

Practically Perfect PA quickly became one of the leading voices in the online learning space for Assistants - long before virtual training and digital communities became the norm. Over the last 15 years, our platform has evolved, staying ahead of trends and continuing to provide relevant, cutting-edge content that moves the conversation forward while actively challenging and shifting outdated perceptions of the Assistant role.

As an international speaker and thought-leader, I've had the privilege of traveling the world, engaging with thousands of Assistants, and sharing strategies to help them excel.

In 2025, we officially rebranded as The EA Campus, a space designed to cater to the evolving demands of Assistants today. The EA Campus continues to push boundaries, offering virtual summits, online courses, and a thriving community, all designed to meet the changing needs of Assistants globally.

Our commitment has always been to put our audience's needs first, ensuring that every Assistant, at any stage of their career, has access to the tools, knowledge, and community support they need to thrive.

LINKS:

🔴 Watch the episode on YouTube: https://youtu.be/teZvJvDrxOw - Diana Brandl on LinkedIn: https://www.linkedin.com/in/diana-brandl/ - EA Campus Conference: https://theeacampus.com/conference/

- Executive Office Insights Newsletter: https://the-socialista-projects.com/#newsletter - Podcast on Spotify: https://open.spotify.com/show/3qBSDjTfYOG2x6qos7dKkS - Podcast on Apple Podcast: https://podcasts.apple.com/de/podcast/the-future-assistant/id1493106661

The Executive Office Insights Spotify Playlist: https://open.spotify.com/playlist/3QH8HL8oWIC0HzHWvb5KLd

Guest Picks 9-5 by Dolly Parton