For some reason Nova Zembla is more apt to wind burn in winter so see what happens next year. The gardens at UGA the rhoys were always in shade.

Here is a link that might be useful: Propagating Perennials

Evergreen Rhodies are susceptible to Winter burn from direct sun exposure and dry winds, if they did not receive adequate moisture during the preceeding Fall months. The leaf edges will usually fold over and the center of the leaf turns brown. Heavy mulching of the root zone and attention to water needs during the Fall can reduce or eliminate the problem. Since we don't have sub-zero air & wind temperatures, it is a minor problem here. I haven't observed it on mine, which receive full sun all Winter. Friends that grow them do not mention having the problem, either.
'Nova Zembla' is said to be a derivative of R. catawbiense (Rosebay), which is a GA native (Mtns), and given partial shade during the Summer months, should do well here. They need some Summer sunlight to develop flower buds and to prevent a spindly growth habit.
Monrovia is marketing 'Nova Zembla' and I'm sure they have trialed it in this area, before offering it for sale to their dealers.
Good luck!
Rb

Thank you for all the great info. Rb, its good to know you have rhododendrons in similar winter sun.
I think I will carry on planting there and see how they do.