Gabriel Macedo

Why this persona fits the audience

Runs a 3-person e-commerce consultancy in São Paulo, Brazil. Builds custom inventory dashboards using Node.js scripts and shares them with clients via insecure FTP uploads or unencrypted text files, seeking a more professional delivery method without hiring a dedicated IT manager.

• Age: 38
• Location: São Paulo, Brazil
• Occupation: Full Stack Developer & Owner
• Income: R$ 180,000 - R$ 250,000 BRL
• Education: Self-taught / Bootcamp
• Company size: 3
• Years in role: 8

“The real challenge isn't building the tool, it's making sure it actually helps the client sell more stuff, reliably and without them needing a degree in computer science.”

Gabriel Macedo, 38, is the founder and lead developer of a small e-commerce consultancy based in São Paulo, Brazil. His journey into entrepreneurship began after a few years working as a full-stack developer for larger tech firms, where he felt constrained by corporate bureaucracy and a lack of direct impact. He saw a significant gap in the market for tailored, data-driven solutions for small to medium-sized e-commerce businesses in Brazil, many of whom were still relying on spreadsheets and manual processes. Armed with his self-taught skills and a bootcamp certificate, he launched his own venture eight years ago. His consultancy currently comprises a lean team of three, including himself, Ana (client relations & data entry), and Bruno (junior developer & QA). Gabriel's core expertise lies in building custom inventory management dashboards and analytics tools using Node.js scripts. These tools are designed to provide clients with actionable insights into their sales, stock levels, and customer behavior. However, the delivery mechanism for these valuable insights has remained a point of friction. He currently relies on insecure FTP uploads or sending unencrypted text files, a method he acknowledges is unprofessional and potentially risky. This pragmatic approach, born from a desire to keep overhead low and deliver quickly, is now something he's actively seeking to professionalize. He's driven by a strong sense of autonomy and the direct feedback he receives from clients, which fuels his problem-solving. Gabriel is financially conscious, earning between R$180,000 and R$250,000 BRL annually, and reinvests a significant portion back into the business. He values flexibility, both in his work schedule and in the solutions he offers. He's recently been exploring more robust and secure ways to share his data dashboards, recognizing that while his technical skills are strong, the presentation and delivery need to evolve to match the sophistication of the insights he provides. This has led him to investigate modern, secure sharing platforms, aiming for a solution that enhances his company's professional image without requiring him to hire a dedicated IT manager or drastically alter his development workflow.

Background & daily life

A day in their life

Gabriel's typical weekday begins around 7:00 AM with a quick check of emails and overnight client system alerts. After a light breakfast and a strong espresso, he heads to his home office. The morning is usually dedicated to coding: refining Node.js scripts for a new client's inventory dashboard or debugging an existing one. Around noon, he has a brief sync with Ana and Bruno to discuss client progress and any immediate issues. The afternoon often involves client calls or remote support sessions, followed by more development work or research into new e-commerce trends. He usually wraps up around 7:00 PM, but often returns to his desk for another hour or two if a critical task requires it.

Lifestyle

Gabriel lives in a modest but comfortable apartment in the Itaim Bibi district of São Paulo. He enjoys a disciplined morning routine that includes a quick workout at his local gym before heading to his home office. On weekends, he likes to explore the local e-commerce scene, visiting tech meetups and workshops. Gabriel is health-conscious, eating a balanced diet and drinking green tea throughout the day. Financially, he is prudent, saving a portion of his income and investing in a diverse portfolio. Socially, he enjoys a balanced life, spending time with friends over meals and drinks and occasionally engaging with his tech community online.

Work life

As the owner and lead developer of his consultancy, Gabriel's workdays are a constant juggle between client-facing tasks and deep technical work. He spends a significant portion of his time coding Node.js scripts to build bespoke inventory management dashboards for his e-commerce clients. His two employees handle client communication and data entry, freeing him up for the core development. The pressure is always on to deliver functional, insightful tools that directly impact client sales and operations. He often works late into the evening, fueled by strong Brazilian coffee, to meet deadlines and refine his code.

Relationships

Gabriel is close with his parents, who live in a smaller city in Minas Gerais, and calls them weekly. His core social circle consists of a few long-time friends from university and fellow entrepreneurs he met through startup events. He values their honest feedback and camaraderie. His two employees, Ana and Bruno, are more like junior colleagues; he trusts their input on client interactions and operational efficiency.

How they decide

Gabriel is a pragmatic decision-maker. He thoroughly researches options, weighing the technical feasibility, cost-effectiveness, and immediate impact. He's not afraid to try new things but prefers solutions that offer clear, tangible benefits and don't require a steep learning curve or significant upfront investment. He often seeks advice from trusted peers in the tech community before committing to a significant change.

How they sound

Speaks with a clear, slightly rapid cadence, typical of São Paulo. Uses a mix of Portuguese and technical English terms naturally. Avoids overly formal language but maintains professionalism. Can be direct and to-the-point when discussing technical challenges or business matters. His tone is generally optimistic but grounded in reality.