Meet The Team

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Ursula Maidens

FOUNDER
Founder, visionary, and the force that keeps us all on track, Ursula Maidens launched Rockmybaby in 2006 to help friends solve their childcare challenges. Ursula knows all the ins and outs of the business, guiding our team with experience and expertise.

Sharni Woodward

HEAD OF EDUCATION
Sharni leads education across all Rockmybaby/Awhina centres, supporting teams to deliver high-quality teaching and learning. She works closely with centre leaders and teachers to strengthen practice, guide curriculum, and ensure consistent, child-centred outcomes..

Alisha Robertson

CHILDCARE CONSULTANT
Alisha is always matching the right people to the right roles and providing expert support whenever it’s needed. While working across New Zealand and our wider global networks reviewing applications, shortlisting, and presenting families with well-matched nannies.

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Georgia Maidens

DIGITAL MARKETING SPECIALIST
Georgia drives our digital presence, managing campaigns and strategies to reach the right audience at the right time. She also captures content at our centres. Alongside this, Georgia supports the recruitment side of the business.

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Louise Smith

ADMIN GURU
Lou keeps our centre accounts in check and supports family payroll, making sure everything adds up seamlessly. She also manages communication with all our childcare centre parents and enrolments, so if you go through one of our centres, chances are you’ll be chatting with Lou!

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