Abigail Rowand

Abigail is an experienced brand strategist and communications leader with over 15 years in B2B technology, mobility, and fintech. Currently based in Portugal, with a background that spans the Netherlands, the UK, Germany, Belgium, and the US, she helps organisations define, express, and scale their brand with clarity and confidence.

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After earning a BSc in Communication and Media and writing her thesis on brand personality as a driver for strategic communication and growth, Abigail began her career by leading the brand transformation of Dutch integration specialist Enable-U. She later headed up brand and communications at Uniserver, where her strategy led to 100+ features in trade media (including Computable) and a 30% increase in company page followers within a single year. Before joining PHC, Abigail founded Brandstax, advising SaaS providers, fintechs, and digital infrastructure platforms on brand repositioning and commercial storytelling. Her standout work includes leading the brand transformation of managed service providers, launching start-up brands in the fintech space, and supporting the growth and acquisition of AR Producties (now: Layers) by Matrixian Group.​ Her international expertise deepened at mobility payments provider XXImo, where she led brand, internal, and external communications from 2022 to 2025. 

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At PHC Mobility, she leads the marketing and communications function, shaping how the company shows up in the market, from strategic messaging and customer journeys to design systems and campaign execution. Her approach blends behavioural insight, creative storytelling, and sharp commercial thinking, aligning every touchpoint with PHC Mobility’s mission.

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Abigail is known for turning complexity into clarity, blending empathy with data to create brand narratives that resonate and convert. Colleagues describe her as a high-energy, no-nonsense creative thinker with infectious humour and an unrelenting drive for results. She believes the best brands are not just seen but felt, and that the strongest ones are built at the intersection of strategy, creativity, and truth. She’s recognised for building collaborative, inclusive teams and fostering cultures where bold ideas and people can thrive. As one former colleague put it: “She doesn’t just build brands, she builds momentum.”

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