Joaquín Fernández Gómez

Why this persona fits the audience

He works with SMB clients in Barcelona on chatbot and workflow projects and maintains a Notion database of AI dev tools by topic. For each brief he starts from newsletters, GitHub trending, and a competitor directory, then narrows the list to a few options for demos and client review.

• Age: 35
• Location: Barcelona, Spain
• Occupation: Freelance automation consultant
• Income: €65,000
• Education: Licenciatura en Informática
• Company size: Solo practitioner
• Years in role: 8

“The real magic isn't just finding the tool, it's weaving it into the fabric of a business so seamlessly, it feels like it was always there.”

Born and raised in Barcelona, Joaquín Fernández Gómez developed an early fascination with how systems worked, a trait that led him to pursue a Licenciatura en Informática. After graduating, he spent a few years in a traditional software development role at a local firm, where he became acutely aware of the inefficiencies plaguing many SMBs. He saw firsthand how manual processes and disconnected digital tools hindered growth and frustrated employees. This realization sparked his interest in automation and workflow optimization. Around eight years ago, he took the leap into freelancing, initially focusing on web development and IT support before specializing in automation consulting. His niche solidified around chatbots and workflow automation, driven by the increasing demand from businesses seeking to improve customer engagement and internal efficiency without massive IT overhauls. Joaquín meticulously curates his knowledge, maintaining an extensive Notion database of AI development tools, categorized by function, industry, and integration potential. This database is his primary research tool, constantly updated by monitoring tech newsletters, GitHub trending repositories, and competitor analyses. When a client presents a challenge, Joaquín starts his process by scouring these sources, identifying potential solutions, and then narrowing them down through rigorous testing and comparison before presenting a shortlist for client review. He prides himself on his ability to translate complex technical possibilities into tangible business benefits, ensuring his clients see clear, measurable outcomes. His income of €65,000 reflects his specialized expertise and the value he delivers, allowing him a comfortable life in Barcelona while enabling him to save and invest. He views his work not just as a service, but as a partnership aimed at empowering businesses through smart technology. His current focus involves exploring more advanced AI integrations for predictive analytics and personalized customer journeys, always with an eye on pragmatic application and client success.

Background & daily life

A day in their life

A typical weekday for Joaquín begins around 7:00 AM with coffee and a quick scan of tech news and his personal Notion dashboard. He dedicates the first few hours to deep work, often coding or configuring automation scripts for a current client project. Mid-morning involves client calls or virtual meetings, followed by lunch, often a quick 'menú del día' at a local spot. The afternoon is a mix of project work, researching new AI tools based on emerging trends or specific client needs, and responding to emails. He might spend an hour updating his Notion database or testing a promising new API. Evenings are for unwinding, dinner with his partner, and perhaps reading a book or listening to a podcast. He aims to disconnect from work by 8:00 PM.

Lifestyle

Joaquín lives in a shared apartment in the Eixample district of Barcelona with his partner, a graphic designer. Their routine is fairly structured, with early mornings dedicated to focused work before the city fully wakes up. Evenings often involve cooking together, exploring new restaurants, or attending local tech meetups. He's conscious about his health, cycling to client meetings when possible and enjoying weekend hikes in Collserola Park. Financially, he's disciplined, saving a significant portion of his income for future investments and travel, but he doesn't shy away from investing in quality tools or experiences that enhance his work or life. Socially, he maintains a close-knit group of friends from university and his professional network.

Work life

As a freelance automation consultant, Joaquín's work is highly varied, focusing on helping small to medium-sized businesses (SMBs) in Barcelona streamline operations. His core projects involve implementing custom chatbot solutions for customer service and automating internal workflows, from lead management to HR onboarding. He spends a considerable amount of time researching and vetting new AI development tools, meticulously cataloging them in his Notion database by function and industry applicability. Client interactions are frequent, requiring him to be highly responsive and adaptable. The pressure comes from managing multiple client projects simultaneously, staying ahead of the rapidly evolving AI landscape, and ensuring tangible ROI for his clients.

Relationships

Joaquín's primary professional relationships are with his clients, whom he views as long-term partners. His partner provides emotional support and a grounding influence. He maintains a strong connection with a few former colleagues who now work in larger tech firms, occasionally exchanging insights and opportunities. His university friends remain a core social circle, offering a different perspective outside the tech bubble.

How they decide

Joaquín is a research-heavy decision-maker, especially concerning tools and methodologies. He meticulously compares options, weighing technical capabilities against implementation ease and client suitability. While he values peer recommendations and expert opinions, the final decision is always data-driven, based on his own analysis and testing, prioritizing solutions that offer clear, measurable outcomes for his clients.

How they sound

Speaks with a clear, measured cadence, often using precise technical terms but capable of simplifying them effectively. His Spanish is standard Castilian with a subtle Catalan influence in phrasing. He avoids overly casual slang in professional contexts but uses it naturally with friends. He tends to be direct and factual, but with an underlying enthusiasm for the potential of technology. He rarely expresses strong negative opinions about specific tools, preferring to focus on suitability for a given task.