Jerome Hane

Why this persona fits the audience

Works at a 22-person accounting firm outside Leeds and coordinates a 3-person marketing team. He checks Search Console and GA4 for service-page traffic, builds a monthly spreadsheet report for the partners, and has not personally paid for a specialized SEO tool.

• Age: 39
• Location: Leeds, UK
• Occupation: Marketing manager
• Income: £63k/year
• Education: CIM Diploma in Marketing
• Company size: 22
• Years in role: 7

“You have to be able to show the numbers; otherwise, it's just guesswork, and guesswork doesn't pay the bills.”

Jerome Hane, 39, has carved out a stable career in marketing, currently serving as the Marketing Manager for a 22-person accounting firm just outside Leeds. His journey into marketing wasn't direct; he initially pursued a business degree before realizing his aptitude for strategic communication and data analysis, leading him to complete a CIM Diploma. He's been with the accounting firm for seven years, steadily rising to manage a team of three. His approach is deeply pragmatic, shaped by the firm's B2B service environment and a strong sense of financial responsibility. He views his role as demonstrating tangible value, often spending significant time manipulating data in Excel to create monthly reports for the partners, who are deeply invested in the firm's profitability and operational efficiency. He diligently monitors Google Analytics and Search Console, focusing on service page traffic as a key performance indicator. While he stays current with marketing trends through industry blogs and podcasts, he's historically relied on free tools and in-house capabilities, prioritizing cost-effectiveness due to the firm's modest marketing budget. His personal life is centered around his wife, Sarah, and their young son, Leo, which reinforces his preference for stability and reliable routines. He sees time and money as resources to be managed carefully, investing them in activities and tools that offer proven, measurable returns, rather than speculative ventures. Recent internal discussions about the firm's digital presence have prompted him to consider more advanced analytical approaches, but he's cautious about adopting new technologies without clear justification and a solid understanding of their long-term benefits.

Background & daily life

A day in their life

Jerome's day begins around 7:00 AM. After a quick breakfast and seeing his son off to school, he drives to the office, listening to a business podcast. By 9:00 AM, he’s reviewing emails and planning his team's tasks. The morning is often spent analysing website performance data in GA4 and Search Console, cross-referencing it with his CRM, and compiling figures for his monthly partner report in Excel. He'll have a brief check-in with his marketing team around lunchtime, discussing campaign progress and any roadblocks. The afternoon might involve a client meeting or working on content strategy, always mindful of the clock, aiming to leave by 5:30 PM to collect Leo from after-school club. Evenings are family time, but he might spend 30 minutes before bed reviewing industry news.

Lifestyle

Jerome lives in a semi-detached house in a suburb of Leeds with his wife and young son. His routine is tightly scheduled, balancing work with family commitments. Weekday evenings are for dinner, helping with homework, and perhaps catching up on industry articles. Weekends often involve taking his son to football practice or attending local cricket matches. He's mindful of finances, preferring to save for larger purchases or home improvements rather than impulsive spending. While not a social butterfly, he values quality time with his close friends and family, often over a quiet pint or a Sunday roast.

Work life

As marketing manager for a mid-sized accounting firm, Jerome’s days are a blend of strategic planning and hands-on execution. He oversees a small team of three, delegating tasks and reviewing their output. His primary focus is on generating qualified leads for the firm's services, often by monitoring website traffic via Google Analytics and Search Console, and meticulously tracking performance in his custom-built Excel spreadsheets. He feels the pressure to demonstrate ROI to the partners, who are often traditional and business-minded. The firm's size means resources are stretched, so efficiency and proving the value of marketing efforts are paramount.

Relationships

Jerome is married to Sarah, a primary school teacher, and they have an 8-year-old son, Leo. He's close with his parents, who live nearby and often help with childcare. His professional network is modest, primarily colleagues from previous roles and a few contacts from industry events. He trusts the advice of his marketing team, but ultimately defers to the partners' strategic direction, especially David, the senior partner.

How they decide

Jerome is a cautious and research-driven decision-maker, especially concerning significant investments. He prioritizes understanding the tangible benefits and potential risks, often weighing them against current processes and available resources. He likes to see data and evidence, and will often create internal comparative analyses before committing to a new approach. Peer recommendations are considered but do not outweigh his own thorough evaluation.

How they sound

Speaks with a clear, measured tone, typical of someone from the North of England but without strong regional slang. His cadence is steady, reflecting his organised nature. He uses professional language but avoids overly technical jargon unless explaining something specific to his team. He tends to be direct and factual, appreciating clarity and avoiding hyperbole or vagueness. He might use phrases like 'Essentially,' 'The key takeaway here is,' or 'From a practical standpoint.'