Home / Meet Rowena
I built Bespoke PA Desk for the people I've spent my life alongside: busy executives, parents running on empty, and families holding everything together from a distance. I've been each of them. This is the help I wished I'd had.
For years, my yoga mat waited by the door, and my meditation app sent gentle reminders I never had time to open.
Somewhere between school runs, board meetings and moving countries, the hour I meant to keep for myself always went to someone or something else. That hour is what we give back to you. Hand it over, breathe out, and spend it however you like.
For more than 15 years, I've supported C-suite leaders, 11 of them at a Fortune Global 500 company, first at its global headquarters in Germany and then in Florida. I looked after complex calendars, board meetings and global travel, handled confidential communications, and made sure every decision turned into action and every action was finished.
Along the way, I became a Google-certified project manager, and I've managed property renovations from start to finish, keeping contractors, budgets and timelines on track.
The biggest lesson from all of it: the best support is the kind you hardly notice. Things simply get done, quietly, before anyone has to ask.
I've made a home in the US, South Africa, Germany and Portugal, and every move came with young children in tow. I planned each one myself. I found the new home and made it work, from the electricity and phone contracts to new driver's licences, doctors, dentists, hospitals and vets. I chose the schools and the kids' clubs, and slowly built a new circle of friends from nothing.
I never outsourced our immigration paperwork. I handled the visas and residency permits for our whole family in two countries, including one where I didn't yet speak the language. I also took on my own citizenship application from start to finish, the kind of process most people hand to an agency or an attorney. It went smoothly and quickly, without a single hiccup, because I was in the driver's seat the whole way.
I've moved three big dogs and two cats across borders, and shipped our cars overseas twice. None of it was simple, and it taught me how to make the complicated feel calm.
I know what it's like to hold a demanding full-time job while raising young kids, with both parents stretched to their limits. One working day ends when you leave the office, and a second one is waiting for you at home.
I know the quiet worry of caring for frail parents on the other side of the pond, when managing their lives becomes a job of its own.
And from years alongside senior executives and busy power couples, I know how hard it is when home turns into one more thing to run.
So when you tell us what's weighing on you, you won't have to explain. I understand.
I interview and screen every PA myself. Each one passes a thorough background check, signs a confidentiality agreement with Bespoke PA Desk and is trained in our standards: warmth, discretion, attention to detail and thinking one step ahead. By their first day with you, they're ready to go.
I check in with every PA each week, and with you on a schedule that suits you, so nothing is left open. My approach is warm and family-minded, and still efficient: clear priorities and no loose ends.
Our client terms include confidentiality. Sensitive details, like door codes, routines and passwords, are kept in a secure password manager and shared only with your PA.
I work in English and German and understand Dutch, and every PA speaks English and at least one other language. That helps when you're settling into life in Europe.
Rowena