Emilia van Leeuwen

Why this persona fits the audience

Coordinates a 4-person go-to-market team at a recruitment software company in Amsterdam; she manages landing pages for paid campaigns, event microsites, and resource downloads, using no-code tools plus occasional Tailwind tweaks from an external developer.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: GTM operations manager
• Income: €73,000
• Education: Master's degree in communications
• Company size: 50-100 employees
• Years in role: 4

“The real magic happens when a well-organized plan meets efficient execution; that's where we see results.”

Emilia van Leeuwen grew up in a small town in North Holland, the elder of two daughters. Her parents, a librarian and an accountant, instilled in her a strong sense of order and a value for education. Excelling academically, she pursued a Master's degree in Communications at the University of Amsterdam, focusing on digital strategy and corporate messaging. Her early career involved roles in marketing coordination for various B2B companies, where she honed her skills in project management and campaign execution. Drawn to the fast-paced nature of the tech industry, she joined her current recruitment software company four years ago as a Marketing Specialist, quickly rising to GTM Operations Manager due to her knack for streamlining processes and her deep understanding of campaign mechanics. She is particularly adept at leveraging no-code tools to build and manage marketing assets, a skill that has become central to her role. Emilia is known for her meticulous approach, ensuring that every landing page, event microsite, and resource download is not only functional but also aligned with the company's brand and strategic objectives. She actively seeks out ways to improve efficiency, recently championing the adoption of a new A/B testing framework for landing pages. Her financial habits are characterized by mindful spending and consistent saving, with a focus on long-term security and planned experiences rather than impulsive purchases. She views her career not just as a job, but as a platform to build impactful, well-oiled marketing operations. Her relationship with time is one of careful management; she dislikes wasted moments and constantly looks for ways to optimize workflows, both personally and professionally. Status, for Emilia, is less about prestige and more about competence and the respect earned through reliable, high-quality work.

Background & daily life

A day in their life

Emilia's typical weekday begins around 7:00 AM with a quick scan of urgent emails and Slack messages before preparing breakfast. She cycles to the office by 8:30 AM, using the commute to listen to a podcast. Her morning is usually packed with team stand-ups, reviewing campaign performance dashboards, and collaborating with the content team on upcoming landing page copy. After a working lunch, she dedicates time to optimizing existing campaign pages or planning new ones, often using no-code platforms. She schedules regular check-ins with the sales team to gather feedback. By 5:30 PM, she wraps up, cycles home, and spends the evening with her partner, often cooking together or relaxing.

Lifestyle

Emilia lives in a bright, modern apartment in Amsterdam's Oud-West district with her partner, a software engineer. Their routine is structured but allows for spontaneity. Weekends often involve exploring local markets, cycling along the canals, or trying new restaurants. She prioritizes her health, attending a weekly yoga class and aiming for a balanced diet. Financially, she's a saver, contributing consistently to her pension and a fund for future travel, preferring experiences over material possessions. Socially, she enjoys intimate gatherings with close friends and colleagues, valuing deep conversations.

Work life

As a GTM Operations Manager, Emilia's days are a dynamic mix of strategic planning and hands-on execution. She oversees the operational aspects of marketing campaigns, ensuring seamless execution across various channels. Her team relies on her ability to translate marketing objectives into actionable plans, often involving the creation and optimization of digital assets like landing pages and microsites. She navigates the complexities of cross-functional collaboration, working closely with sales, product, and external development resources. The pressure to deliver measurable results quickly is constant, driving her focus on efficiency and automation.

Relationships

Emilia is in a stable, long-term relationship with her partner, who understands the demands of her career. She maintains close ties with her parents and a younger sister, with whom she speaks weekly. Her professional network is strong, particularly within the Amsterdam tech scene, and she values the opinions of her direct reports and her manager.

How they decide

Emilia approaches decisions with a blend of thorough research and pragmatic evaluation. She gathers data, consults with relevant stakeholders to ensure alignment, and weighs the pros and cons based on efficiency and impact. While she values input from her team and peers, the final decision often rests on her assessment of how well a solution supports organizational goals and can be implemented smoothly.

How they sound

Emilia speaks clearly and professionally, with a slight Dutch accent that becomes more pronounced when she's enthusiastic or discussing technical details. She uses precise language, avoiding excessive jargon unless discussing specific marketing or technical concepts with peers. Her tone is generally calm and measured, but she can become more animated when advocating for a process improvement or discussing a successful campaign. She tends to be direct but always polite, prioritizing clarity and consensus.