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The Team
Hariet Waffenschmidt
Hariet is a digital performance marketer with over 17 years of experience helping public, private, and not-for-profit clients in New Zealand and overseas grow through smart, measurable digital strategies. Originally from Germany, she now calls New Zealand home and works across industries including real estate, DTC e-commerce, professional services, and the primary sector.
Before founding Digital Blueprint in 2019, Hariet spent a decade at the University of Waikato, where she played a key role in building their in-house digital marketing capability. Today, she partners with businesses of all sizes — from startups to established brands — managing seven-figure annual media budgets across Google, Meta, LinkedIn, and other digital platforms.
She partners with the award-winning PR agency HMC, where performance marketing meets creative storytelling to maximise return on every advertising dollar. Hariet also facilitates workshops for PRINZ (Public Relations Institute of New Zealand), sharing her insights with industry professionals.
In 2024, Hariet became a Digital Marketing Muscle Partner with All Good Ventures, a New Zealand charity supporting social entrepreneurs working to create lasting social impact around the world.
Samantha McClunie
Samantha is a born and bred Kiwi and holds a Bachelor of Arts with Honours majoring in English Literature. She started her career as an online editor, writer and marketer before working at the University of Waikato's central Marketing & Communications Department for six years. Samantha's time at the University spanned social media management, website content management and online advertising. Samantha now works as a Brand and Marketing Manager for a large Waikato company and contracts her services to Digital Blueprint.
Samantha's experience in the digital marketing environment spans both the public and private sectors, and also across a variety of industries including higher education, sport, e-commerce, agriculture, not-for-profits and professional services.
Kaelyn Kingi
Ko Matawhaura te maunga
Ko Ōhautanga-a-Pōtakatāwhiti te awa
Ko Rotoiti te moana
Ko Te Arawa te waka
Ko Ngāti Pikiao te iwi
Ko Ngāti Te Rangiunuora te hapū
Ko Te Punawhakareia, ko Te Tākinga ōku marae
Ko Kaelyn ahau
Kaelyn is a seasoned marketer with over a decade of experience spanning public relations, communications, and digital marketing. She holds a Bachelor of Communication Studies (majoring in Management Communication), a Postgraduate Certificate in Leadership Communication, and a Master of Business and Management.
She began her career in international marketing at the University of Waikato, before moving into creative agency life—juggling brand strategy, copywriting, digital campaigns, and more than a few coffee cups. While she moonlights as a self-proclaimed social media influencer (@misswalkalot), Kaelyn’s real expertise lies in digital marketing—managing paid ads across Google, Meta, Spotify, Pinterest, and TikTok.
From content creation and organic strategy to campaign concepting and paid ads, Kaelyn blends creativity with data-driven thinking. Her goal? To help brands turn passive scrollers into brand advocates —with content that makes them laugh, cry, and hit ‘Add to Cart’ (sometimes all at once). She thrives at the intersection of strategy and storytelling, building campaigns that connect, convert, and leave a lasting impression.