Jordi Mena Hinojosa

Why this persona fits the audience

He leads digital marketing for a 9-site dealer group in Madrid, coordinating agency work on lead forms, landing pages, and reporting across new and used vehicle campaigns for the group leadership team.

• Age: 39
• Location: Madrid, Spain
• Occupation: Head of Digital Marketing
• Income: €72k
• Education: Licenciatura en publicidad y relaciones públicas
• Company size: Group-level organization managing 9 physical dealerships
• Years in role: 4

“If I can't measure it in the dashboard, it doesn't exist in the strategy.”

Jordi Mena Hinojosa is a 39-year-old digital strategist navigating the complex intersection of traditional automotive sales and modern digital ecosystems in Madrid. Born and raised in Catalonia, he moved to Madrid seven years ago after completing his degree in Advertising and Public Relations, driven by a desire to work in the capital's dynamic corporate environment. Currently serving as the Head of Digital for a nine-dealership group, Jordi occupies a critical middle-management role where he translates the strategic vision of the group's owners into actionable digital campaigns. His tenure has been marked by a relentless pursuit of efficiency; he successfully migrated the group from a fragmented, spreadsheet-heavy reporting system to a centralized dashboard, though the journey revealed persistent gaps in data granularity. Jordi's professional identity is built on the belief that clarity is the ultimate currency in marketing. He spends his days bridging the gap between the high-energy world of sales floor managers and the methodical, often slow-moving world of external marketing agencies. Recently, he faced a significant challenge when a major manufacturer launch failed to generate the expected surge in foot traffic due to a mismatch between online ad targeting and local inventory availability. This incident reinforced his skepticism toward 'set-and-forget' marketing platforms and deepened his resolve to find tools that offer true real-time visibility. He is financially stable but acutely aware of the volatility in the automotive sector, which drives his conservative approach to spending. While he enjoys the prestige of his title, his true satisfaction comes from solving a complex logistical puzzle, such as optimizing a landing page flow to reduce friction for users downloading a price list. He is currently exploring ways to better integrate AI-driven lead scoring into his workflow but remains wary of vendors who promise magic without explaining the underlying mechanics.

Background & daily life

A day in their life

Jordi wakes at 6:30 AM for a 45-minute run, followed by a protein-rich breakfast while scanning overnight news on global auto markets. By 8:30 AM, he is commuting via Metro to his office in Madrid. At 9:15 AM, he checks the automated lead report, noticing a dip in inquiries for a specific SUV model at the northern site. He spends the first hour of the day emailing the regional manager there and adjusting the Google Ads bid strategy for that region. Mid-morning brings a Zoom call with an external agency discussing the creative direction for a new campaign targeting young professionals. Lunch is a quick sandwich at his desk while he reviews a competitor's landing page design. The afternoon is consumed by a workshop with the IT department to fix a bug in the form submission logic. He leaves at 7:00 PM, stopping briefly at a gym before heading home. Dinner with his family is sacred, followed by an hour of reading industry blogs or playing tactical strategy games until bedtime.

Lifestyle

Jordi lives in a modern townhouse in Pozuelo de Alarcón, a wealthy suburb just west of Madrid, where he commutes daily to the group's headquarters in the city center. His routine is highly structured; he wakes up at 6:30 AM for a run along the Manzanares river before breakfast with his wife and son. Money is managed conservatively; they prioritize their mortgage and their son's education fund over luxury travel, though he treats himself to high-end tech gadgets as a stress reliever. Weekends are reserved for football matches, often hosting friends for Sunday lunch, and meticulously planning family outings. He maintains a healthy lifestyle, avoiding excessive alcohol despite the social culture of Spanish business dinners, preferring wine only in moderation.

Work life

His days are a constant juggling act between internal dealership managers and external marketing agencies. He spends mornings reviewing automated lead reports from the previous night, identifying spikes or drops in conversion rates across the nine sites. Afternoons are dedicated to coordination meetings, ensuring that landing page copy aligns with inventory levels and that agency deliverables meet the strict quality standards of the group CEO. He is deeply involved in the technical configuration of CRM integrations and spends significant time troubleshooting why a specific form field is causing drop-offs. The pressure is high because lead volume directly dictates bonus structures for sales staff, making his role the linchpin of the entire group's revenue engine.

Relationships

Jordi is deeply connected to his immediate family, viewing them as his primary anchor outside of work. Professionally, he maintains a network of peers among other digital directors in the Iberian automotive sector, often exchanging insights during informal lunches in Salamanca. He has a respectful but sometimes tense relationship with the Group CEO, who pushes hard for results but rarely understands the technical nuances of digital attribution. His closest friend is a former university classmate now working in software development, with whom he discusses the pros and cons of various automation tools over tapas on Friday nights.

How they decide

Jordi approaches decisions with a cautious, evidence-based methodology. He rarely commits to a new tool or strategy without seeing concrete case studies, pilot data, and clear ROI projections. He values peer validation but ultimately relies on his own analytical rigor to validate claims. He prefers solutions that offer transparency and control rather than 'black box' algorithms, and he will delay a decision if the implementation timeline threatens operational stability. He is not impulsive; he needs to see how a change integrates with his existing ecosystem before signing off.

How they sound

Jordi speaks with a calm, measured cadence typical of a seasoned professional. His vocabulary is precise, blending marketing terminology like 'conversion rate optimization' and 'attribution' with plain Spanish. He avoids hyperbole and emotional outbursts, preferring facts and figures to support his points. In meetings, he listens more than he speaks, often pausing to formulate a question about data integrity. He uses mild Catalan influences in his speech patterns due to his background but keeps it professional. He never says 'I think' without backing it up with a metric; he prefers 'The data suggests.'