Raphael van de Berg

Why this persona fits the audience

He and one teammate send milestone gifts, renewal thank-yous, and community rewards to creators, currently using a paid group-card platform for some sends and spreadsheets for the rest. The team tracks delivery dates across Slack and Airtable, and the workflow needs to work for both one-off moments and recurring campaigns.

• Age: 35
• Location: Amsterdam, Netherlands
• Occupation: Customer success lead
• Income: EUR 58k
• Education: Master's degree
• Company size: 50-100 employees
• Years in role: 4

“It's all about building those genuine connections; the tools should just make it easier to show our creators they're truly valued.”

Born and raised in Utrecht, Raphael developed an early appreciation for structure and efficiency, often organizing his childhood collections with meticulous care. This inclination led him to pursue a Master's degree in Business Administration with a focus on Digital Marketing. After graduating, he worked briefly in a more traditional marketing role before being drawn to the dynamic world of tech startups. He found his niche in customer success, drawn to the direct impact he could have on user satisfaction and platform growth. Four years ago, he joined his current creator platform company, attracted by its mission to empower independent creators. He quickly established himself as a reliable and proactive member of the team, particularly excelling in managing the crucial, yet often overlooked, aspects of creator appreciation. His role involves a delicate balance: ensuring high-touch, personalized recognition for high-value creators while also developing scalable processes for broader community engagement. He and his teammate, Anya, are currently grappling with the inefficiencies of their existing gifting system, which relies on a mix of a paid group-card service and manual spreadsheet management. Raphael has been actively researching and advocating for more integrated solutions, spending considerable time refining their Airtable base to better track delivery dates and campaign performance. He sees the potential for automation to free up valuable time, allowing him and Anya to focus on more strategic initiatives. His personal life is grounded in Amsterdam, where he shares an apartment with his partner, enjoys cycling, and maintains a disciplined approach to personal finance, saving for future travel and investments. He views his career not just as a job, but as a way to contribute to the burgeoning creator economy, believing that strong relationships are the bedrock of any successful platform.

Background & daily life

A day in their life

Raphael's day typically begins around 8:30 AM after his bike commute. He starts by reviewing Slack channels and his Airtable dashboard for any urgent creator issues or upcoming gift deadlines. The first hour is often dedicated to responding to critical messages and planning his priorities. Mid-morning involves a sync with Anya to discuss their gifting workflow, review upcoming creator milestones, and assign tasks. He might then spend time customizing a group card for a creator's anniversary or researching potential new reward options. Lunch is usually a quick, healthy meal at his desk while catching up on industry news. The afternoon often includes a virtual meeting with a creator or a planning session with marketing. He wraps up his workday by updating his task list and ensuring all critical communications are handled before cycling home around 5:30 PM.

Lifestyle

Raphael lives in a well-organized, modern apartment in the Oud-West district of Amsterdam, a short bike ride from his office. He enjoys cycling through the city's canals on his way to work and often stops for a strong espresso at a local cafe. Evenings are typically spent cooking healthy meals, catching up with his partner, or occasionally meeting friends for a craft beer. He prioritizes work-life balance, ensuring he has time for his hobbies like photography and exploring new neighborhoods. Financially, he's comfortable, saving diligently for future travel and potential property investment, but not prone to extravagant spending.

Work life

As a Customer Success Lead, Raphael's days are a blend of strategic planning and hands-on execution. He works closely with his sole teammate, Anya, to ensure their platform's top creators feel valued and supported. Their current challenge is streamlining the process of sending appreciation gifts – from milestone celebrations to renewal thank-yous. They juggle a paid group-card service for some high-touch moments and manual spreadsheet tracking for others, leading to occasional delivery date anxieties. Raphael spends significant time in Airtable, refining their workflows and ensuring no important creator touchpoint is missed, while also collaborating with the marketing team on community reward initiatives.

Relationships

Raphael is in a long-term relationship with his partner, a graphic designer, with whom he shares household responsibilities and travel plans. He maintains a close-knit circle of friends from university, with whom he shares a passion for cycling and exploring new restaurants. Professionally, his primary collaborator is Anya, his teammate, and he has a good working relationship with the Head of Marketing, who often partners on creator initiatives.

How they decide

Raphael is a methodical and research-driven decision-maker. He values input from his team and colleagues, often discussing options at length before committing. He prefers solutions that offer clear benefits and demonstrable efficiency gains, and he's willing to invest time in understanding new tools to ensure they integrate well with existing systems like Airtable and Slack.

How they sound

Speaks with a clear, measured cadence, often using precise language. His tone is generally professional and friendly, avoiding overly casual slang but comfortable with industry jargon. He tends to explain his reasoning thoroughly and appreciates directness. He avoids hyperbole and focuses on practical outcomes. When discussing challenges, he's factual rather than emotional.