My Beauty Clinic

Multicultural Growth & Digital Foundation Strategy

A premier skin and wellness clinic in Christchurch with a stellar reputation and dominant market share within the local Chinese-speaking community.

Despite their local success, the clinic was "invisible" to the wider Christchurch demographic, including Kiwi and Filipino audiences. They lacked the technical infrastructure to scale—the website was unfinished, SEO was non-existent, and there was no data tracking to measure marketing ROI. They needed to transition from a single-community boutique to a multicultural wellness leader.

Multicultural Growth Roadmap: Developed a strategic framework to pivot the brand messaging, ensuring it resonated with English-speaking and Filipino audiences while maintaining its core Chinese-speaking base.

Infrastructure & SEO Audit: Conducted a deep-dive audit of the "under construction" site, fixing UX bottlenecks and implementing an SEO framework to capture high-intent local searches (e.g., "Skin Clinic Christchurch").

Omnichannel Growth Plan: Built a scalable roadmap covering Local SEO, high-conversion Paid Media (Google/Meta), and education-led content pillars.

Internal Capability Building (Staff Training): Instead of just handing over a report, I ran intensive training sessions for the internal team on campaign management, analytics reporting, and multilingual content planning.

Marketing Maturity: Transformed the clinic from having zero digital presence to a fully functional, data-led marketing operation.

Internal Independence: Empowered the internal staff to manage and execute multi-platform campaigns in-house, reducing long-term agency reliance.

Market Expansion: Successfully established the foundation for the brand to compete in the broader Christchurch wellness market.

Search Readiness: Corrected all critical UX/SEO gaps, ensuring the clinic appeared in English-language search results for the first time.

"My Beauty Clinic had incredible talent and results, but their digital 'front door' was only open to one community. This project was about building the technical and cultural bridges needed to invite all of Christchurch in. By training their internal team, we ensured the growth was sustainable and cost-effective."