Francis Heller

Why this persona fits the audience

Owns event marketing for a 420-person payments software company in Singapore and covers roughly a dozen APAC conferences each year. Her team shares a badge-scanner account and a spreadsheet for contact notes, with paper cards from lounge conversations added afterward by whoever is on booth duty.

• Age: 38
• Location: Singapore
• Occupation: Event marketing manager
• Income: SGD 130k
• Education: MBA, marketing
• Company size: 420 employees
• Years in role: 6

“The real win isn't just a successful event; it's turning those fleeting connections into tangible, measurable growth.”

Born and raised in Singapore, Francis Heller developed an early appreciation for order and efficiency, traits honed through a childhood steeped in academic rigor and family expectations. After earning her Bachelor's in Marketing, she pursued an MBA with a specialization in strategic marketing, recognizing the need for a strong foundational understanding to excel in a competitive field. Her early career involved roles at smaller agencies, where she learned the 'boots on the ground' aspects of campaign execution. Six years ago, she joined her current payments software company, initially as a marketing specialist, quickly rising to lead the event marketing function. This promotion coincided with the company’s aggressive expansion into the APAC market, placing her at the forefront of a critical strategic initiative. She now oversees the company's entire conference presence across the region, a role that demands meticulous planning and constant stakeholder management. Francis’s current challenge is to bridge the gap between the high-volume, often chaotic reality of event lead capture – relying on shared spreadsheets and hastily scribbled notes – and the need for clean, actionable data that the sales team can effectively leverage. She recently advocated for, but did not yet secure, a budget increase for a more integrated lead management system, a decision she plans to revisit after the next major series of Q3 events. She views time as a precious commodity, meticulously allocating it between work, personal development, and maintaining her well-being. Her financial approach is pragmatic, focusing on building a secure future while allowing for experiences that enrich her life, like travel and culinary exploration.

Background & daily life

A day in their life

Francis's typical weekday starts early with a 6:30 AM Pilates session to clear her head and energize her for the day. After a quick breakfast, she heads to the office, often arriving by 8:30 AM. The morning is usually spent reviewing campaign performance, responding to urgent emails from regional teams, and planning upcoming event logistics. Lunch is a brief affair, often at her desk while catching up on industry news. Afternoons are a mix of team meetings, vendor calls, and deep dives into budget spreadsheets or collateral development for upcoming conferences. She usually leaves the office around 6:30 PM, often followed by a working dinner or catching up on emails at home before winding down.

Lifestyle

Francis shares a stylish, compact apartment in the Tiong Bahru district with her partner, an architect. Their weekends often involve exploring new hawker centres for culinary adventures or attending a Pilates class followed by a leisurely brunch. She enjoys experimenting with new recipes, often hosting small dinner parties for close friends. While travel is a passion, recent work demands have curtailed longer trips, so she focuses on weekend getaways within Southeast Asia. Her approach to finances is disciplined, prioritizing savings for future investments and travel.

Work life

As the Event Marketing Manager for a rapidly growing payments software firm, Francis juggles a demanding schedule. Her primary focus is orchestrating the company's presence at 10-12 major APAC conferences annually. This involves intricate logistical planning, vendor management, and ensuring a consistent brand experience across all touchpoints. She leads a small but dedicated team, fostering a collaborative environment. The constant pressure to demonstrate ROI from these events, coupled with the messy reality of lead capture from scattered notes and a shared scanner account, is a persistent challenge.

Relationships

Francis has a strong, supportive relationship with her partner, who understands the demands of her career. Her closest friends are a mix of former university colleagues and fellow Pilates enthusiasts. She maintains a professional yet friendly rapport with her team, whom she trusts implicitly, and has a cordial working relationship with the sales and BD teams she supports.

How they decide

Francis is a highly analytical and research-driven decision-maker. She weighs options carefully, gathering data and consulting with her team and relevant stakeholders before committing to a course of action. She values evidence and clear justification, often creating internal documents to outline pros, cons, and recommended paths forward.

How they sound

Francis speaks with a clear, measured cadence, her English precise and professional, with a faint Singaporean lilt. She avoids overly casual slang but uses industry-standard business terms confidently. Her tone is generally calm and articulate, even when discussing challenges. She often uses phrases like 'To be clear,' 'My primary concern is,' and 'Let's look at the data.'