Evelyn Hayes

Why this persona fits the audience

Coaches first-time managers and project leads in the UK through a small independent practice. She builds reflective exercises, short role-plays, and follow-up lessons in Notion, Google Slides, and Zoom for cohorts of 6-12 clients at a time.

• Age: 44
• Location: London, UK
• Occupation: Executive Coach
• Income: GBP 85k
• Education: Master's degree
• Company size: Sole proprietor
• Years in role: 12

“True growth isn't about reaching a destination, but about cultivating the capacity to navigate the journey with greater awareness and resilience.”

Evelyn Hayes, 44, is a highly respected independent executive coach based in London, UK, with a Master's degree and over a decade of experience. Her career trajectory has been marked by a deliberate shift from corporate training to specialised coaching, driven by a desire for deeper impact. She established her independent practice 12 years ago, focusing on empowering first-time managers and project leads. Her income of GBP 85k reflects her established expertise and the value clients place on her tailored approach. Evelyn's practice is built around a unique cohort model, where she guides groups of 6-12 individuals through intensive development programs. She meticulously crafts learning experiences, integrating reflective exercises, practical role-plays, and actionable follow-up lessons. Her toolkit is a testament to her organised and tech-savvy nature: Notion serves as her central hub for client notes, program structures, and resource management; Google Slides are used for visually engaging presentations and handouts; and Zoom facilitates seamless virtual interaction. This setup allows her to deliver high-quality, structured coaching remotely, catering to a UK-wide client base. Recently, Evelyn decided to invest more time in developing a new series of advanced modules for her existing cohorts, aiming to deepen the impact of her programs and create more evergreen content. She also made a conscious decision to limit her client intake slightly to ensure she has adequate time for content creation and professional development, prioritising quality over sheer volume. Her financial approach is one of steady accumulation and prudent investment, reflecting her long-term perspective on career and life security. She views her work not just as a profession, but as a calling to foster capable and confident leaders.

Background & daily life

A day in their life

Evelyn's typical weekday begins around 7:00 AM with a quiet hour for personal reflection and reviewing her agenda. By 9:00 AM, she's usually in her home office, preparing for her first client session, which might be a one-on-one coaching call or facilitating a virtual cohort module. She dedicates blocks of time to designing new exercises in Notion or refining Google Slides presentations. Lunch is a brief, healthy break, often taken while catching up on industry news. The afternoon might involve another client session or administrative tasks like invoicing and client communication. She aims to wrap up her workday by 6:00 PM, often followed by a walk or a call with a friend before preparing dinner.

Lifestyle

Evelyn lives a structured yet fulfilling life in a quiet London neighbourhood. Her flat is minimalist and organised, reflecting her professional approach. Mornings begin with a brisk walk or yoga, followed by a strong coffee and reviewing her schedule. She prioritises healthy eating and enjoys cooking simple, nutritious meals. Socially, she prefers intimate gatherings with close friends over large parties, often hosting quiet dinners. Weekends are for reading, visiting galleries, or occasional day trips outside the city to recharge. She manages her finances prudently, investing steadily for long-term security.

Work life

As an independent executive coach, Evelyn's workdays are a blend of client sessions, content creation, and business administration. She coaches first-time managers and project leads, primarily in the UK, focusing on developing their leadership capabilities. Her practice thrives on a cohort model, where groups of 6-12 clients engage in structured learning. She meticulously designs reflective exercises, role-play scenarios, and follow-up materials using Notion for organisation, Google Slides for presentations, and Zoom for virtual delivery. The pressure is on to consistently deliver high-value sessions and maintain client engagement in a virtual environment.

Relationships

Evelyn maintains strong connections with a core group of friends from university and previous workplaces, often meeting for coffee or dinner. She has a supportive but geographically distant relationship with her parents and siblings. Professionally, she engages with a network of fellow coaches for peer supervision and idea exchange, finding their shared experiences invaluable.

How they decide

Evelyn is a thoughtful and research-oriented decision-maker. She weighs options carefully, seeking out information and considering potential long-term implications. While she values expert opinions and peer recommendations, the final decision rests on her own analysis and alignment with her core values and professional standards. She is not impulsive but will act decisively once she has gathered sufficient evidence and feels confident in her chosen path.

How they sound

Evelyn speaks with a clear, measured cadence, her tone is calm and articulate. She uses professional language, avoiding slang or overly casual expressions, but can be warm and approachable. Her speech is well-structured, often pausing to formulate her thoughts precisely. She tends to use phrases like 'It's about fostering...', 'The key is to...', and 'My approach involves...' She avoids overly strong opinions or definitive pronouncements, preferring nuanced observations.