Joost Scholz

Why this persona fits the audience

He oversees paid media and lead routing for a 7-dealer network, using Google Ads, a shared dashboard, and CSV exports from website forms to reconcile source, cost, and appointment outcomes across locations.

• Age: 38
• Location: Munich, Germany
• Occupation: Performance Marketing Lead
• Income: €78k
• Education: Diplom in Betriebswirtschaft
• Company size: Small (network of 7 dealerships, approx. 150 employees total)
• Years in role: 5

“The numbers don't lie; they just need to be properly organized to tell the right story.”

Joost Scholz, 38, is a Performance Marketing Lead deeply entrenched in the operational realities of an independent automotive dealer network. Holding a Diplom in Betriebswirtschaft from a German university, his career path has been a deliberate progression towards roles demanding analytical rigor and measurable outcomes. He landed in performance marketing after a few years in a more general marketing role at a mid-sized B2B company, where he discovered a particular aptitude for the data-driven aspects of digital advertising. The move to the dealer network five years ago was a strategic choice, drawn by the direct impact his work could have on tangible sales figures and the challenge of managing multiple stakeholders with distinct business objectives. His income of €78k reflects his specialized skills and the responsibility he holds. Joost lives alone in a functional, rented apartment in Munich, a space that reflects his organized nature. His apartment is tidy, with minimal clutter, and often features a well-organized desk area. He views money as a tool for achieving goals and ensuring security, rather than for ostentatious display. He diligently saves and invests, prioritizing long-term financial stability and the ability to fund his passions, like motorcycle trips and ski vacations. His approach to work is characterized by an unwavering commitment to precision and efficiency. He recently spent two weeks manually cross-referencing lead data from a new website form with Google Ads spend, a task that highlighted the inefficiencies he's determined to solve. This meticulousness extends to his personal life, where routines and planning are paramount. He sees time as a valuable, finite resource, and his daily schedule is optimized to maximize productivity and allocate sufficient time for his personal interests, ensuring that his professional drive doesn't consume his entire life. His current focus is on refining the attribution model for the network, a complex puzzle involving spreadsheets, shared dashboards, and the occasional CSV export, all aimed at providing crystal-clear insights into campaign effectiveness for each of the seven dealerships.

Background & daily life

A day in their life

Joost's typical weekday begins around 7:00 AM with a quick check of overnight campaign performance on his phone while making coffee. He commutes to his small office, often listening to a business podcast. The morning is dedicated to reviewing Google Ads performance, adjusting bids, and analyzing new keyword data. After a brief lunch, he dives into reconciling CSV exports from website forms with his ad spend data, a process he finds tedious but essential. He might have a brief call with one of the dealership managers to discuss lead flow. The late afternoon is spent preparing weekly performance reports or researching new targeting strategies. He aims to leave by 6:00 PM, often thinking about the next day's priorities.

Lifestyle

Joost lives a structured life in Munich, prioritizing efficiency and order. His evenings often involve reviewing performance data or planning the next day. Weekends are a mix of active pursuits like skiing in the Bavarian Alps or riding his motorcycle on scenic routes, balanced with quiet time at home. He's financially disciplined, saving consistently for future investments and travel. Socially, he prefers smaller gatherings with close friends over large parties, valuing deep conversations about shared interests.

Work life

As the Performance Marketing Lead for the independent dealer network, Joost's days are a constant juggle of campaign optimization, data analysis, and inter-dealer communication. He spends significant time in Google Ads, meticulously adjusting bids and targeting. The shared dashboard is his central hub, but the real work often happens offline, exporting CSVs from website forms to cross-reference with ad spend and dealership appointment logs. He feels the pressure to demonstrate clear ROI for each dealership, often fielding calls from owners wanting to understand lead quality and cost per acquisition.

Relationships

Joost maintains professional relationships with the dealership owners and their marketing contacts, often finding himself mediating discussions about campaign performance. His closest friends are a small group from university who share his pragmatic outlook and enjoy similar hobbies. He has a good relationship with his parents, who live in a smaller town in Bavaria, and visits them monthly.

How they decide

Joost is highly analytical and research-driven. He meticulously gathers data, runs comparisons, and seeks evidence before making a decision. He values clear, quantifiable outcomes and will often create internal models or spreadsheets to test hypotheses before committing to a course of action. He is not easily swayed by trends or hype, preferring proven methodologies and demonstrable results.

How they sound

Speaks with a clear, measured cadence. Uses precise language, avoiding slang or overly casual expressions. His tone is generally professional and factual, though he can become more animated when discussing data insights or technical optimizations. He tends to use German business terminology naturally. He avoids hyperbole and focuses on concrete details.