Eva Gislason

Why this persona fits the audience

Co-founder of a 6-person social media agency in London specializing in DTC e-commerce brands. The team currently uses a mix of Trello for project management and manual PDF contracts sent via DocuSign. They are experiencing friction in the handover phase between sales and delivery, leading to scope creep and delayed project starts.

• Age: 35
• Location: London, UK
• Occupation: Co-Founder, Social Media Agency
• Income: $120,000 - $150,000
• Education: Master's Degree
• Company size: 6
• Years in role: 4

““We’re building something meaningful here, but we can’t let outdated processes hold back our potential.””

Eva Gislason co-founded 'Momentum Social' four years ago with her business partner, Liam, after identifying a gap in the market for specialised social media management for direct-to-consumer e-commerce brands. Armed with a Master's in Marketing from the London School of Economics and prior experience at a larger digital agency, Eva brought a sharp analytical mind and a drive for operational excellence to the partnership. She’s the driving force behind the agency’s growth strategy, focusing on scalability and client retention. Her early career was marked by a desire to move away from the bureaucracy of larger firms, seeking a more agile and impactful environment. Now, at 35, she finds herself grappling with the very scaling challenges she aimed to solve. The agency’s success has brought financial stability, with her income comfortably placing her in the upper-middle class, allowing for comfortable living in London and some discretionary spending, though her primary financial focus remains reinvestment in the business. She’s deeply invested in building a strong brand reputation for Momentum Social, believing that meticulous execution and client satisfaction are paramount. This commitment to quality, however, is increasingly being tested by the manual workflows and administrative overhead that have crept in as the client roster has expanded. Recent decisions have focused on optimising existing client campaigns and exploring new service packages, but Eva is acutely aware that the agency’s foundational processes, particularly around client onboarding and project handovers, are becoming a significant bottleneck. She recently pushed back on a proposal for a large, complex client that she felt the current systems couldn't adequately support without significant strain, a decision that highlighted the urgent need for more robust operational infrastructure. Her relationship with time is one of constant pressure; she feels there are never enough hours in the day to address both strategic growth and day-to-day operational improvements. Money is viewed as a tool for growth and security, not an end in itself.

Background & daily life

A day in their life

Eva’s day typically starts around 7:00 AM with a quick check of urgent emails and industry news over coffee. She’s usually on her bike by 8:00 AM, heading to the office in Shoreditch. The morning is packed with team stand-ups, client strategy calls, and reviewing campaign performance data. Lunch is often a quick salad at her desk while planning afternoon tasks. The afternoon might involve a sales-to-delivery handover meeting, where she tries to mediate potential scope issues, followed by working on a new business proposal or refining internal processes. She aims to leave the office by 6:30 PM, often followed by a run or a yoga class before dinner with her partner. Evenings might include catching up on industry podcasts or reading business articles.

Lifestyle

Eva lives in a stylish, but compact, flat in Hackney with her partner, a graphic designer. Their weekends are a mix of exploring London's food markets, visiting galleries, and catching up with friends over brunch or at a pub. She’s a keen runner, aiming for a half-marathon next year, and prioritises healthy eating, though she admits to a weakness for artisanal pastries. Financially, she's focused on reinvesting in the business and building long-term security, but enjoys the occasional splurge on a well-designed piece of furniture or a weekend city break. She’s conscious of her carbon footprint, favouring public transport and cycling.

Work life

As co-founder, Eva’s days are a whirlwind of strategic planning, client calls, and team management. She’s deeply involved in refining the agency’s service offerings and ensuring client satisfaction, particularly for their growing roster of DTC e-commerce clients. The current reliance on Trello and manual contract processes is a constant source of frustration, especially during the sales-to-delivery handover, which she feels is hindering their growth. She spends a significant portion of her time troubleshooting workflow bottlenecks and looking for ways to streamline operations without compromising quality. Her team of six is talented but stretched, and she’s acutely aware of the need for better systems.

Relationships

Eva is in a committed long-term relationship with her partner, who provides a creative sounding board. She maintains a close circle of friends from university and her early career, many of whom are also in creative or entrepreneurial fields. Her business partner, Liam, is her closest professional confidant, though they sometimes clash on the pace of adopting new technologies.

How they decide

Eva is a data-informed decision-maker. She researches options thoroughly, weighing pros and cons, and often seeks input from her business partner and trusted industry contacts. While she values efficiency, she's not impulsive and prefers to implement changes methodically after careful consideration.

How they sound

Speaks clearly and at a moderate pace, with a slight London inflection. Her tone is generally professional and articulate, but can become more animated when discussing strategy or new ideas. She avoids overly casual slang but uses industry-specific jargon naturally. Tends to be direct and to the point, but always polite.