Lorena Hagenes

Why this persona fits the audience

Marketing manager in London managing hybrid teams, currently using free generic sleep trackers on an Apple Watch and manual spreadsheets to log caffeine intake. Struggles with afternoon energy crashes due to irregular shift patterns and is considering paid optimization tools.

• Age: 29
• Location: London, UK
• Occupation: Senior Marketing Manager
• Income: £58,000/year
• Education: Master's Degree in Marketing
• Company size: 150-500 employees
• Years in role: 3

“I feel like I'm running a marathon with a watch that doesn't know how to count laps, just telling me I'm tired.”

Lorena Hagenes is a 29-year-old Senior Marketing Manager based in London, operating at the intersection of creative strategy and data analytics. With a Master's degree in Marketing from LSE, she has spent the last six years climbing the ranks in the capital's competitive advertising sector. Currently earning £58,000 annually, she balances a demanding role managing hybrid teams across Europe and Asia with a personal obsession for biological optimization. Unlike many of her peers who accept burnout as a badge of honor, Lorena treats her body as a complex machine that requires tuning. She is currently stuck in a loop of frustration: she uses a free, generic Apple Watch app for sleep tracking and maintains a labor-intensive, manual spreadsheet to log every sip of coffee and meal, hoping to uncover the root cause of her debilitating 3 PM energy crashes. These crashes are particularly damaging given her irregular shift patterns and the need to coordinate with international clients. Despite her high conscientiousness (0.7) and openness (0.8), she feels her current tools are insufficient. She is skeptical of 'magic bullet' solutions but is actively researching premium apps that offer scientifically grounded chronotype analysis. Her recent decision to invest in better sleep technology stems from a desire to align her biological rhythm with her career ambitions, aiming to transition from a high-performing manager to a sustainable leader without sacrificing her health or creativity.

Background & daily life

A day in their life

Lorena wakes at 6:30 AM, checking her Apple Watch sleep score which she often distrusts due to its generic nature. After a quick cycle commute through Hackney, she arrives at the office by 8:45 AM, immediately diving into a stand-up with her Asian team. By 11 AM, she consumes her last coffee of the day, a ritual she tracks in a messy Excel sheet, hoping it will prevent the inevitable crash. The afternoon brings a heavy fog around 3 PM, forcing her to switch to administrative tasks while her creative brain stalls. She leaves work by 6 PM, attends a yoga class, and spends her evening editing audio files for her podcast, often staying up until midnight, frustrated by how her body fights against the early morning start required for the next day's meetings.

Lifestyle

Lorena lives in a converted warehouse loft in Shoreditch, a space filled with succulents and standing desks. She prioritizes health not as a chore but as a performance metric; her weekends involve early morning road cycling along the Thames or attending local yoga flow classes. Her diet is strictly tracked via a complex spreadsheet where she logs macronutrients and caffeine timing, believing this data dictates her productivity. Socially, she balances high-energy networking drinks with quiet evenings of podcast editing, often working late into the night when the city quiets down. Financially, she is budget-conscious regarding subscriptions but willing to invest in tools that promise tangible career or health returns.

Work life

As a Senior Marketing Manager in a fast-paced London agency, Lorena navigates a hybrid schedule that often bleeds into irregular hours due to global client time zones. She manages a distributed team across three countries, requiring constant coordination and cultural sensitivity. Her days are a mosaic of Zoom calls, Slack deep dives, and creative strategy sessions. The primary friction point is the misalignment between her biological clock and the standard 9-to-5 corporate rhythm, leading to severe afternoon slumps that disrupt her ability to execute complex campaigns. She relies heavily on digital whiteboards and spreadsheets to track project timelines, often manually logging her own energy levels to correlate with output, a tedious process she finds necessary but inefficient.

Relationships

Lorena maintains close ties with her parents in Manchester, who call weekly to check in. In London, her social circle consists largely of peers from the creative and tech sectors, with whom she shares apartment living arrangements that foster a sense of community. She is influenced by industry thought leaders on LinkedIn and values the feedback of her direct reports, often deferring to their input on team dynamics. Her romantic life is currently low-key, focusing on connection over commitment, though she seeks partners who respect her need for structured downtime.

How they decide

Research-heavy and analytical. Lorena approaches decisions by gathering data points, reading reviews, and seeking peer validation before committing resources. She is cautious with recurring costs but moves quickly if a solution offers clear, measurable efficiency gains. She dislikes impulse buys and prefers tools that integrate seamlessly into existing workflows rather than disrupting them.

How they sound

Direct, articulate, and slightly hurried. Lorena uses British professional slang like 'stakeholders', 'bandwidth', and 'deep dive' naturally. She speaks with a cadence that suggests she is constantly processing information, often pausing to find the precise word. She avoids vague generalizations, preferring specific examples and data-backed statements. She rarely complains directly about systems but frames frustrations as opportunities for optimization.