I'm Rowena, a results-oriented digital marketer with 15+ years across travel retail, marketplace growth, customer engagement and frontline team leadership. Today I lead digital marketing and brand for a multidisciplinary clinic in Auckland.
I bring a blend of hands-on operational experience and digital strategy, having worked on both physical and online retail for global brands.
I spent seventeen years at Dubai Duty Free, moving from Retail Sales Specialist to Assistant Supervisor and then E-Commerce Coordinator. Along the way I led high-performing teams, delivered world-class customer service and managed daily retail operations in a fast-paced, high-volume airport environment.
My leadership helped optimise shop floor performance, run product promotions smoothly, and lift team culture and service standards.
In the digital space, I drove e-commerce and marketing initiatives to improve online customer experiences, optimise website functionality and run data-driven campaigns. As an Amazon UAE Professional Seller since 2019, I grew my own business in beauty, FMCG and fashion, building skills in product listing optimisation, PPC advertising, supply chain coordination and customer satisfaction.
Since moving to New Zealand I've completed a Master of Business Informatics, strengthening my skills in digital transformation, enterprise systems and business analytics, and joined Pain Management Clinic in Auckland. I began in content creation and now lead its digital marketing, brand, website, systems and reporting. I care about the part after the post goes live: attribution, conversion and clear reporting that helps a team decide what to do next.
Campaign planning, paid media, social content, creative direction and brand consistency.
Enquiry handling, free-assessment follow-up, booking conversion and re-engagement.
Website updates, booking paths, Google Business Profile, Google Ads and search visibility.
Booking platforms, SMS workflows, segmentation, automation logic and troubleshooting.
Print assets, video, vouchers, clinic collateral, launch materials and community activations.
Performance reporting, campaign analysis, new-branch launch support and recommendations to management.
Campaigns and content create enquiries, and follow-up turns them into booked appointments.
SMS and booking communications help patients continue care and come back.
A consistent website, social, Google, review and community presence builds credibility.
Templates, platform coordination and automation cut repetitive manual work.
Campaign aimed at tradies, drivers and support workers, each with its own creative and a code word patients quoted at booking.
Segmented SMS and follow-up flows that move patients from first enquiry to their next visit, replacing one-number-at-a-time messaging.
Monthly management workbooks built from booking data: trial-to-paid conversion, modality breakdowns and ACC versus private pathways.
Marketing and listings work behind the clinic's expansion and new routes to patients.
A two-week social series introducing 13 practitioners, plus launch campaigns for new services.
GP outreach, a vestibular physiotherapy partnership with a local hearing clinic, and education-led community events.
Led the handover from an external developer and now run painclinic.co.nz on WordPress, Elementor Pro and AIOSEO, along with Google Business Profile and Google Ads. I also set up email marketing that complies with New Zealand's anti-spam law, wrote the case for moving the clinic to cloud calling, and produce weekly Wins / Plans / Needs reports for the founder.
| What I do in-house | Usually done by |
|---|---|
| Meta, TikTok and Google Ads | Paid media agency |
| Website, SEO and Google listings | Web developer or SEO agency |
| Social content and design | Social media agency |
| Booking analysis and reports | Data analyst |
| Admin, booking and systems support | Practice administrator or systems coordinator |
| Email and SMS campaigns | CRM or email specialist |
| Video briefs and creative direction | Creative agency |
The value is in connecting marketing, systems and patient communication into one working growth process, not only in completing each task.
Started in content creation and grew into a cross-functional growth and digital operations role: paid and organic campaigns, patient acquisition, website and search, CRM and SMS systems, creative, events and management reporting.
ICL Graduate Business School. Applied project: a Design Science Research study on a New Zealand research-participant platform for postgraduate quantitative studies (n = 104), with strong demand findings.
Currently researching options to formalise my marketing practice within the New Zealand qualifications framework.