Lois de Nijs

Why this persona fits the audience

Supports two directors at a 12-person design studio, combining a shared calendar, Notion, and iPhone reminders to keep meetings, travel, and notes in sync. She owns the scheduling process for the office day and also tracks her own errands in the same flow.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: Executive assistant
• Income: €54k
• Education: HBO in Office Management
• Company size: 12
• Years in role: 5

“If you organize your time and space well, even the busiest day can feel manageable and calm.”

Born and raised in the Netherlands, Lois de Nijs developed an early appreciation for order and aesthetics, influenced by her Dutch heritage and a knack for tidiness inherited from her mother. After completing her HBO in Office Management, she gravitated towards roles that leveraged her organizational prowess. She found her niche five years ago at a dynamic design studio in Amsterdam, where her meticulous nature and calm demeanor proved invaluable. Lois supports two directors, a role that demands constant vigilance and a proactive approach to managing complex schedules, international travel, and sensitive information. She views her role not just as an administrative function, but as a critical support system that enables creative professionals to focus on their craft. Her personal life is a mirror of her professional values; her apartment is a curated space, her finances are carefully managed with an eye towards future goals like home ownership, and her city biking routine is a daily ritual for mental clarity. She recently took the initiative to create a comprehensive Notion template for onboarding new contractors, a project born from observing recurring inefficiencies and a desire to streamline studio operations. This decision reflects her ongoing commitment to optimizing processes and ensuring everything runs smoothly, not just for her directors, but for the entire team. She finds deep satisfaction in creating systems that bring clarity and peace to her work environment, and she approaches challenges with a quiet determination, believing that structure and forethought are the keys to navigating complexity.

Background & daily life

A day in their life

Lois's day begins at 7:00 AM with a quiet cup of tea and a quick scan of overnight emails on her phone. After her 20-minute bike ride to the studio, she's usually the first one in, making coffee and reviewing the day's schedule. Her morning is dedicated to coordinating meetings for the directors, confirming travel details for an upcoming trip to Milan, and prepping agendas in Notion. Lunch is a quick affair, often a sandwich eaten at her desk while responding to urgent requests. The afternoon involves managing client calls, fielding internal queries, and blocking out focus time for strategic planning for the directors. She finishes her day by organizing tasks for the next morning and sending out any necessary follow-ups, cycling home by 6:30 PM.

Lifestyle

Lois cherishes her routine, which centers around her life in Amsterdam. She lives alone in a cozy, well-organized one-bedroom apartment in Oud-West, filled with carefully chosen Dutch design pieces and a growing collection of houseplants. Her commute is a brisk 20-minute bike ride, a non-negotiable part of her day for clearing her head. Weekends often involve visiting the Noordermarkt for fresh produce and artisanal goods, or attending a casual pottery class. She's financially responsible, saving a portion of her income for future travel and home improvements, but enjoys treating herself to good coffee and artisanal pastries. Socially, she has a close-knit group of friends from university and work.

Work life

As an EA at a boutique design studio, Lois is the linchpin for two directors, managing their complex schedules, international travel logistics, and internal communications. The studio's 12-person team relies on her to keep operations smooth. Her day is a constant juggle of back-to-back meetings, client calls, and project timelines, all meticulously tracked using a combination of a shared Google Calendar, a highly customized Notion workspace, and specific iPhone reminder lists. She's recently streamlined the onboarding process for new freelancers, creating a template in Notion that significantly reduces administrative overhead, a task she undertook after noticing repeated queries from new hires.

Relationships

Lois maintains strong, supportive relationships. Her parents, who live in a small town in Friesland, are proud of her career in the city. She has a core group of three close friends with whom she shares life updates and plans weekend outings. Her closest professional relationships are with the two directors she supports; they trust her implicitly with sensitive information and appreciate her calm demeanor.

How they decide

Lois is a methodical and research-oriented decision-maker, especially for personal matters. She weighs pros and cons carefully, often creating simple lists or using a mental checklist. For work-related decisions, she prioritizes efficiency and reliability, leaning on established processes and trusted tools. She values peer recommendations but will conduct her own due diligence before committing.

How they sound

Speaks clearly and at a moderate pace, with a pleasant, slightly melodic Dutch accent. Her tone is generally calm and professional, but can become more animated when discussing design or planning. She avoids slang and overly casual language in professional settings, but might use mild Dutch interjections with close friends. She tends to be articulate and precise, preferring to get straight to the point without unnecessary embellishment.