Shawna Prosacco

Why this persona fits the audience

At a 22-person B2B SaaS company in Austin, she prepares weekly funnel and campaign charts from HubSpot exports and Google Sheets for the founder and sales lead. The visuals usually go into Slides decks and Slack updates, and she is used to formatting them herself rather than relying on a dedicated charting subscription.

• Age: 34
• Location: Austin, Texas, USA
• Occupation: Growth marketing manager
• Income: USD 125k
• Education: Bachelor's degree
• Company size: 22
• Years in role: 3

“"The real magic happens when you can take raw numbers and turn them into a story that everyone can understand and act on."”

Shawna Prosacco, 34, has carved out a niche for herself in the dynamic world of B2B SaaS growth marketing. Originally from a small town in Ohio, she moved to Austin for college, drawn by the city's burgeoning tech scene and vibrant culture. Earning a Bachelor's degree in Marketing, she quickly found her footing in the fast-paced startup environment. Her career trajectory has been marked by a relentless pursuit of efficiency and measurable results, reflecting her high conscientiousness and desire for clarity. Currently, as a Growth Marketing Manager at a 22-person B2B SaaS company, Shawna is the linchpin for translating complex data into actionable intelligence. Her days are a testament to her resourcefulness and analytical prowess, meticulously crafting weekly funnel and campaign reports from raw HubSpot exports and Google Sheets. She understands that her visuals are critical for informing strategic decisions, often embedding them into Slides decks and Slack updates for the founder and sales lead. This hands-on approach, while effective, consumes a significant portion of her time – a trade-off she’s constantly evaluating. Shawna lives a relatively frugal but fulfilling lifestyle in a downtown Austin apartment, prioritizing experiences and savings over ostentatious displays of wealth. Her income of $125k allows for comfortable living and a healthy savings rate, but the startup culture keeps her grounded, always aware of the company's financial realities. She is deeply committed to her work, viewing it not just as a job, but as a puzzle to be solved with data and strategic thinking. Her openness to new ideas, coupled with her organized nature, makes her a valuable asset to her team, consistently pushing for better insights and smoother processes. She’s deeply invested in the success of her company and her own professional development, always looking for ways to optimize her workflows and expand her skillset.

Background & daily life

A day in their life

Shawna's typical weekday starts around 7:30 AM with a quick check of urgent emails and Slack messages while making coffee. She’s usually at her desk by 8:30 AM, diving into campaign performance metrics, pulling data from HubSpot and various ad platforms into Google Sheets. By mid-morning, she's formatting charts and graphs for her weekly update presentation. Lunch is often a quick salad at her desk while listening to a marketing podcast. The afternoon involves a team sync with sales, a brainstorming session on a new lead-generation campaign, and more data wrangling to prepare for the next day's tasks. She tries to wrap up by 6:00 PM but often finds herself logging back in for an hour to finalize reports or explore new marketing automation features.

Lifestyle

Shawna enjoys Austin's vibrant food scene and often tries new restaurants with friends or colleagues. She tries to hit the gym three times a week, usually opting for a spin class for its structured intensity. Her evenings are often spent catching up on industry blogs or working on side projects, but she prioritizes unplugging on weekends with hikes in nearby state parks or exploring local live music venues. She's conscious of her finances, aiming to save a significant portion of her income for future investments, but she doesn't shy away from experiences that enrich her life. Socially, she maintains a close-knit group of friends from college and work.

Work life

Shawna thrives in the fast-paced environment of a B2B SaaS startup. Her days are a mix of deep analytical work and quick communication. She's the go-to person for understanding campaign performance, often pulling raw data from HubSpot and wrestling it into coherent charts in Google Sheets and then Slides. The pressure is on to deliver clear, actionable insights to the founder and sales lead quickly, as decisions often hinge on her weekly reports. She collaborates closely with the sales team, providing them with performance metrics and understanding their needs for reporting and lead qualification. Her role demands constant learning and a high degree of self-sufficiency.

Relationships

Shawna maintains strong professional relationships with her founder and sales lead, valuing their direct feedback. Her closest friends are a mix of individuals from her university days and people she's met through marketing meetups in Austin. She occasionally seeks advice from a former mentor who now leads marketing at a larger tech company.

How they decide

Shawna's decision-making is primarily research-driven and analytical, but tempered by the need for speed in a startup environment. She weighs options carefully, looking for evidence and clear benefits, but will make a pragmatic choice if extensive analysis becomes a bottleneck. She trusts her own data interpretation and often seeks consensus from key stakeholders before committing to a significant change.

How they sound

Shawna speaks clearly and at a moderate pace, often using precise marketing terminology. She avoids overly casual slang in professional settings but might use common tech industry jargon. Her tone is generally enthusiastic and confident, especially when discussing data-driven successes, but can become slightly more measured when explaining complex analyses or potential challenges. She’s direct and values efficiency in communication, preferring concise explanations.