Miley van Beek

Why this persona fits the audience

Supports a mid-sized B2B company with internal updates, training announcements, and occasional customer-facing posts from product photos. She already works in Adobe Express and a ticketing board, and the content she makes usually needs quick turnaround and straightforward approvals from other teams.

• Age: 27
• Location: Rotterdam, Netherlands
• Occupation: Internal communications specialist
• Income: €44k/year
• Education: Master's degree in communication science
• Company size: Approximately 200 employees.
• Years in role: 3

“It's all about making sure everyone's on the same page, with clear information that's easy to understand. That’s the real win.”

Miley van Beek grew up in a small town in North Brabant, the middle child of a school administrator and an engineer. From an early age, she demonstrated a knack for organizing information and mediating sibling squabbles, hinting at her future career. Her academic path was clear: a Bachelor's in Communications, followed by a Master's in Communication Science from Erasmus University Rotterdam, where she focused on organizational communication. After graduating, she secured a role at her current mid-sized B2B company, initially as a junior comms assistant. Over three years, she’s proven her ability to manage internal updates, training materials, and even basic customer-facing visuals, earning a promotion to her current specialist role. She's become adept at using Adobe Express for visual content, often needing to create simple animations of product photos for marketing posts. Her workflow is heavily influenced by the ticketing system, which dictates much of her daily output and necessitates rapid turnaround times. She values structure and reliability, finding satisfaction in well-executed projects and clear communication chains. While her income is comfortable for Rotterdam, she's conscious of her spending, prioritizing savings for long-term goals like property ownership. She views her role as crucial for fostering a cohesive company culture and ensuring information flows efficiently, viewing strong internal messaging as the bedrock of a successful organization. Miley’s decision-making process is generally cautious; she prefers to gather all necessary data and consult with relevant parties before committing to a course of action, especially if it involves adopting new tools or processes.

Background & daily life

A day in their life

Miley's day typically starts around 8:00 AM with a quick check of emails and Slack messages over coffee at her kitchen counter. She heads to the office by 8:45 AM, using the commute to listen to a podcast. Her morning is often dedicated to drafting internal newsletters or responding to urgent requests from the ticketing board, frequently involving simple product image animations for social posts. Lunch is usually a quick meal at her desk while reviewing design drafts. The afternoon involves meetings with HR for upcoming policy changes or with the product team for minor updates. She dedicates an hour before leaving at 5:30 PM to organize her tasks for the next day, ensuring all approvals are in motion.

Lifestyle

Miley enjoys a structured but flexible lifestyle in Rotterdam. Her days are often packed, but she carves out time for yoga classes twice a week and weekend brunches with friends. She's mindful of her budget, preferring to save for travel and future down payments rather than frequent splurges. Her apartment is neat and functional, reflecting her organized nature. She cooks most meals at home, finding it a good way to unwind and control her diet. Socially, she values deep connections over large gatherings, cherishing her close-knit group of friends from university and work.

Work life

As an internal communications specialist, Miley's role is dynamic, bridging the gap between leadership and employees. Her typical day involves monitoring the ticketing board for requests, drafting announcements, and preparing materials for training sessions. She collaborates closely with HR, Marketing, and other departments, often juggling multiple urgent requests simultaneously. Her primary tools are Adobe Express for visual content and Jira for task management. The pressure comes from tight deadlines and the need for consistent, clear messaging across various platforms. She’s constantly looking for ways to streamline content creation while ensuring it’s engaging and on-brand, especially for the company’s B2B product showcases.

Relationships

Miley maintains strong ties with her parents and younger brother back in their hometown. Her closest friends, many met during her Master's program, form her primary social support network. At work, she has a good rapport with her direct manager and collaborates effectively with colleagues in HR and Marketing, though she finds the marketing team’s timelines can sometimes be a challenge.

How they decide

Miley approaches decisions methodically. She gathers information, weighs pros and cons, and often seeks input from trusted colleagues or peers, especially if the decision involves a new tool or process. She prioritizes reliability and ease of use, preferring solutions that integrate well with her existing workflow and offer clear benefits. She’s not impulsive, taking time to ensure a choice aligns with her established needs and values.

How they sound

Miley speaks clearly and at a moderate pace, with a slight Dutch accent. Her tone is generally professional but friendly, avoiding overly casual slang in work contexts. She tends to use phrases like 'to be honest,' 'I think the best approach would be,' and 'let's loop in X.' She's careful not to over-promise or make definitive statements without confirmation, often saying 'I'll look into that' or 'I'll get back to you with more details.'