Nina Mackie is best known as the half-sister of television personality Spencer Matthews, but her life story stretches far beyond that association. She is an advertising strategist, gaming industry innovator, mother of four, and co-founder of WeGame2, a consultancy reshaping how brands engage authentically within mobile gaming spaces.
She lives in Jersey with her family, moves intentionally between business and philanthropy, and carries a presence that doesn’t demand attention, but earns it.
Quick Facts about Nina Mackie
- 🧬 Full Name: Nina Montana Mackie (née Matthews)
- 🧑🤝🧑 Known For: Half-sister of Spencer Matthews, co-founder of WeGame2
- 🏡 Residence: Jersey, Channel Islands
- 💼 Profession: CRO & Co-founder of WeGame2
- 🎓 Education: Glasgow Caledonian University
- ❤️ Spouse: Adam Mackie
- 👧 Children: Rosa, Tristan, Lily, Yasmina
- 🎗️ Charity Work: Brighter Futures Jersey
Family Background and Public Identity
The Matthews Lineage
Nina Matthews grew up in a family shaped by ambition and enterprise. Her father, David Matthews, started with little and rose to become the Laird of Glen Affric, known for acquiring Eden Rock in St. Barths.
Her mother, Anita Taylor, was David Matthews’ first spouse. From that union came Nina, making her the older half-sibling of Spencer and James Matthews.
The family name often makes headlines. But Nina has never tried to ride its echo. She’s forged her own way, quietly, thoughtfully, deliberately.
Early Life and Education
Nina grew up in the UK surrounded by wealth, but her life was never about flaunting it. While her younger brothers entered the world of reality TV and royal proximity, she focused on education and purpose.
She attended Glasgow Caledonian University, earning a degree in Media and Communications. It was a natural choice for someone with a strong sense of storytelling, cultural nuance, and emotional awareness.
These weren’t just academic years. They were formative, where she began shaping a different kind of future for herself, far removed from family spotlights.
Advertising Career and Strategic Insight
For nearly 20 years, Nina worked across advertising sectors including traditional print, out-of-home, and programmatic strategy. She learned how brands speak, but more importantly, how they listen.
Those early roles didn’t come with celebrity or cameras. They came with 9 a.m. brainstorms, client negotiations, creative briefs, and campaign launches. Real experience. Real reputation. Real skill.
This grounding laid the foundation for her next chapter, one where she wouldn’t just work inside systems. She’d build one of her own.
WeGame2 and Innovation in Gaming
A Company with a Conscience
Nina co-founded WeGame2, a forward-thinking consultancy focused on building inclusive, ethical, and immersive ad experiences within mobile games.
As Chief Revenue Officer, she helps global brands integrate into platforms like Roblox, Fortnite, and the wider metaverse, doing so in a way that feels natural, not invasive.
Their campaigns aren’t just about impressions. They’re about relationships, cultural respect, and social awareness. It’s a radical rethinking of advertising, and Nina is leading it with quiet resolve.
Ethical Marketing at Scale
Where many advertisers see gamers as targets, Nina sees them as communities. She believes brands must earn the right to appear in those spaces, and that earning comes through empathy, not algorithms.
Her team works to ensure underrepresented voices are not just “included,” but central to the conversation. She’s said in interviews and panels:
“Gaming isn’t niche anymore. It’s culture. And culture demands care.”
It’s the idea she brings up again and again, with clients, teams, and crowds.
Speaking Out, But Not for Attention
A Voice in the Industry
Though she avoids the limelight, Nina regularly speaks at industry events like Gamesforum London, Gamesground Berlin, and Future of Audio.
She’s also featured on marketing and gaming podcasts, including Mobilize & Monetize, where she discussed ethical ad integration and balancing innovation with user experience.
She doesn’t dominate panels with ego. She contributes with clarity, insight, and authenticity, earning respect in an industry that often favors the loudest voice in the room.
Home in Jersey and Family Life
Partnership and Parenthood
She married Adam Mackie, who built his career in the electrical supply field. Together they’re raising a lively family of four: Rosa, Tristan, Lily, and Yasmina.
They live in Jersey, one of the Channel Islands. The island offers her peace, space, and community, a far cry from the media swirl around her last name.
Her mornings begin with school runs. Her evenings end with family dinners. In between, she builds global strategies and consults with major clients. But family always comes first.
Philanthropy and Community Service
Brighter Futures, Brighter Realities
Nina is deeply involved with Brighter Futures, a Jersey charity supporting children and families through early years programs, mental health resources, and education support.
She co-hosts the Ladies’ Lunch fundraiser, which raised more than £450,000 to date. She’s not just a name on a sponsor board. She shows up, year after year, helping plan, promote, and lead the events.
Charity, to Nina, isn’t about guilt or optics. It’s about shared responsibility.
Public Perception and Controversies
There are no scandals in Nina’s story. No viral moments. No paparazzi chases.
She’s attended high-profile events, including James and Pippa’s wedding, but she remains a background figure by choice. Her reputation is built not on spectacle, but on consistency. In a world hungry for headlines, Nina Mackie offers something radical: privacy with purpose.
Legacy Reimagined
Nina Mackie didn’t reject her legacy. She redefined it.
She shows us that influence doesn’t have to be loud. That leadership can be quiet, steady, and deeply effective. She turned a family name into a personal brand of authenticity, empathy, and responsibility.
And perhaps that’s her quiet superpower.
In a world where everyone wants to be seen, Nina Mackie reminds us that doing something that matters will always matter more.
Frequently Asked Questions (FAQs)
How is Nina Mackie related to Spencer Matthews?
She is Spencer Matthews’ older half-sister, sharing the same father, David Matthews.
What does Nina Mackie do for a living?
She is the CRO and co-founder of WeGame2, a consultancy specializing in immersive and ethical advertising in the gaming space.
Where does Nina Mackie live?
She lives with her husband and children in Jersey, Channel Islands.
Is she involved in any charities?
Yes, Nina proudly serves as an ambassador and hands-on fundraiser for Brighter Futures Jersey, a local charity supporting children and families.
✨ Curious about more quiet legacies and meaningful lives? Visit lakewoodscoop.co.uk for stories that deserve to be told.