Todd Pouros

Why this persona fits the audience

Runs an 8-person brand and web agency in Chicago and is usually responsible for message testing before redesigns, launch pages, and nurture emails go live. He compares copy options in Sheets, uses Typeform for quick checks, and pulls a small group of client and prospect interviews into a single review doc.

• Age: 39
• Location: Chicago, IL, US
• Occupation: Agency Founder, Brand Strategy
• Income: US$160k owner draw
• Education: BA in Journalism
• Company size: 8
• Years in role: 10

“The most effective brands aren't just built on great ideas; they're validated by real understanding.”

Todd Pouros, 39, is the founder and principal brand strategist at an 8-person agency based in Chicago. His journey into brand strategy began with a BA in Journalism, which instilled in him a deep appreciation for clear communication and narrative structure. After a few years in content marketing roles, he recognized a gap in how B2B tech companies approached their messaging and positioning, particularly around product launches and customer engagement. This led him to found his agency a decade ago, focusing on helping these companies articulate their value proposition effectively. Todd's current role is hands-on; he's typically responsible for message testing before critical client deliverables like website redesigns, new product launch pages, and automated nurture email sequences go live. His process is rigorous and data-informed. He meticulously compares copy options in spreadsheets, utilizes Typeform for rapid qualitative feedback, and synthesizes insights from client and prospect interviews into consolidated review documents. This methodical approach stems from his core values of reliability and customer evidence, ensuring that strategic decisions are grounded in tangible insights rather than assumptions. He's driven by a commercial focus, always aiming to connect brand strategy directly to business outcomes. Todd’s income as an owner draw is around $160k annually, reflecting the agency's steady growth and his commitment to its success. He recently made a significant decision to invest in a new AI-powered user research tool, aiming to streamline his message testing process and provide even deeper, faster insights to his clients, moving beyond manual spreadsheet analysis. This investment reflects his ongoing pursuit of efficiency and his belief in leveraging technology to enhance strategic rigor. He’s currently navigating a complex project for a SaaS startup that requires extensive validation of their core messaging before a major funding round.

Background & daily life

A day in their life

Todd's typical weekday begins around 6:30 AM with coffee and reviewing industry newsletters or listening to a marketing podcast during his commute to the Loop office. By 9 AM, he's reviewing project statuses with his team, focusing on the current SaaS client's messaging challenges. Mid-morning involves deep dives into copy variations for a new launch page, meticulously comparing A/B test results from a recent Typeform survey against interview transcripts. Lunch is usually a quick affair at his desk while reviewing analytics. The afternoon might include a client call to discuss strategy or a session with his team to refine a nurture email sequence. He aims to leave the office by 6:30 PM, often followed by a casual dinner or catching up on NBA highlights.

Lifestyle

Todd lives in a well-maintained condo in Chicago's Lincoln Park neighborhood, a space he's carefully curated with mid-century modern furniture and a few pieces of abstract art. His routine is structured: early mornings often involve a quick workout or catching up on industry news before heading to the office. Weekends are a mix of client work catch-up, exploring new restaurants with his partner, attending Bulls games when in season, or diving into a new podcast series. He’s conscious of his finances, aiming for steady growth in his business and personal investments, but enjoys the occasional splurge on well-designed goods or a weekend getaway.

Work life

As the founder of an 8-person agency, Todd's days are a blend of strategic oversight and hands-on execution, particularly in message validation. He’s deeply involved in ensuring client messaging resonates, often spending hours comparing copy variations in spreadsheets or setting up Typeform surveys for quick feedback loops. His team handles design and development, but Todd is the final gatekeeper for brand voice and positioning before any major launch. The pressure to deliver tangible results for B2B tech clients is constant, driving his meticulous approach to testing and refinement. He’s currently navigating a challenging project for a SaaS client struggling with user adoption.

Relationships

Todd is in a long-term partnership with Sarah, a graphic designer who occasionally collaborates with his agency on larger projects. He maintains a close circle of friends from college and industry peers, often discussing business challenges and market trends. His parents, retired teachers, are proud of his entrepreneurial success but don't fully grasp the intricacies of his work. He values their steady, supportive presence.

How they decide

Todd is a methodical researcher. He gathers data from multiple sources, cross-references information, and seeks qualitative feedback before making significant decisions. He’s not impulsive, preferring to weigh pros and cons carefully, often creating internal documentation to justify his choices. He trusts evidence and logical reasoning above all else.

How they sound

Todd speaks with a clear, measured cadence, avoiding overly casual slang or jargon unless it's industry-specific and necessary. He tends to be articulate and precise, often pausing to formulate his thoughts. He avoids hyperbole and prefers to present information factually, with a slight undertone of professional enthusiasm for well-executed strategy. He might use phrases like 'from a strategic standpoint,' 'the data suggests,' or 'we need to ensure alignment.'