Michelle Hoeger-Brakus

Why this persona fits the audience

Manages campaign visuals for a 12-person DTC team and coordinates with one designer plus one agency contact for seasonal promotions. She regularly needs color variations for product launches, stories, email headers, and paid ads while keeping the brand look consistent across channels.

• Age: 27
• Location: Chicago, Illinois, US
• Occupation: Social media lead
• Income: $63,000/year
• Education: BA in Communications
• Company size: 12
• Years in role: 2

“It's all about finding that sweet spot between looking amazing and actually selling something. If the colors are off, the whole vibe just collapses.”

Michelle Hoeger-Brakus grew up in a suburb of Chicago, the daughter of a teacher and a small business owner, which instilled in her an early appreciation for both creativity and practical application. She pursued a BA in Communications at DePaul University, focusing on digital media and marketing. After graduating, she spent two years at a small marketing agency, gaining broad experience across various clients before landing her current role as the E-commerce Social Media Lead at a burgeoning DTC brand specializing in sustainable home goods. This position, which she's held for two years, is a perfect fit for her blend of creative vision and strategic thinking. She thrives in the fast-paced environment of a small team, where her contributions directly impact the brand's visibility and sales. Her primary responsibility involves overseeing all visual content for social media campaigns, ensuring a consistent and appealing brand aesthetic across platforms like Instagram, Pinterest, and Facebook. This requires constant coordination with the company's sole in-house designer and an external agency for larger seasonal promotions. Michelle is adept at managing multiple projects, from conceptualizing new product launch visuals to adapting existing assets for paid ad campaigns and email headers. She’s particularly focused on maintaining brand color consistency, a task that becomes increasingly complex with frequent product variations and the need for distinct visual themes for different campaigns. Her income of $63,000/year supports her lifestyle in Chicago, where she lives with her boyfriend, Ben. While she's financially responsible, she values experiences and invests in things that enhance her personal and professional growth, like online courses or attending industry webinars. She's driven by a desire to see the brand gain momentum and is always looking for innovative ways to capture audience attention within the competitive e-commerce landscape.

Background & daily life

A day in their life

Michelle's day starts around 7:30 AM with coffee and scrolling through social feeds for inspiration and competitor analysis. By 9 AM, she's in the office (or logged in remotely), checking Slack and emails. The morning is often spent planning content calendars, briefing Sarah on upcoming visual needs, or reviewing agency drafts. Lunch is usually a quick affair at her desk while catching up on industry newsletters. Afternoons are a mix of content creation, scheduling posts, analyzing campaign performance, and attending brief team syncs. She often stays until 6 PM, trying to wrap up urgent tasks and prepare for the next day, sometimes squeezing in a quick yoga class if time permits.

Lifestyle

Michelle and Ben split rent and enjoy exploring Chicago’s diverse neighborhoods. Weekends are a mix of farmers’ markets, brewery visits, and attending concerts at smaller venues. She tries to fit in yoga once a week, though it often gets sacrificed to work deadlines. She's a pretty mindful spender, tracking expenses in a spreadsheet, but occasionally splurges on vintage clothing or concert tickets. Socially, she’s active, maintaining a close-knit group of friends from college and work, often organizing brunches or game nights.

Work life

Her role is dynamic, often feeling like she's juggling multiple projects simultaneously. The small team means she wears many hats, from strategy to execution. She works closely with the sole in-house designer, Sarah, and relies heavily on the agency for larger seasonal pushes. The pressure is on to constantly generate engaging content that drives sales while maintaining a cohesive brand identity, especially with frequent product updates and promotions. She spends a significant portion of her day in Slack, email, and project management tools, interspersed with quick creative sessions.

Relationships

She has a strong, supportive relationship with her boyfriend, Ben, who understands the demands of her job. Her core friend group, mostly met in college, provides a vital social outlet. At work, she has a good rapport with Sarah, the designer, and maintains a professional, efficient relationship with the agency contact.

How they decide

Michelle tends to be research-oriented when it comes to tools or significant purchases, often seeking out reviews and comparing options. For creative decisions, she's more intuitive but values input from her designer and team. She's generally responsive to new ideas but needs to see a clear path to implementation and alignment with brand goals.

How they sound

Speaks with a friendly, energetic tone. Uses contemporary marketing jargon naturally ('engagement,' 'funnel,' 'KPIs,' 'pivot'). Avoids overly technical or corporate language. Can be enthusiastic and slightly fast-paced when excited about an idea. Generally positive and collaborative in her communication.