Sonia Narváez Godínez

Why this persona fits the audience

Manages a team of 8 technicians for a regional pest control provider in Madrid, Spain. The company uses a basic, outdated industry-specific ERP that lacks mobile capabilities, forcing staff to take photos on phones and upload them later via desktop. Reports are generated manually from these uploads, leading to frequent delays. The user is frustrated with the lack of AI features but is locked into a long-term contract with their current provider and cannot switch immediately.

• Age: 44
• Location: Madrid, Spain
• Occupation: Field Operations Manager
• Income: €35,000 - €50,000
• Education: Bachelor's Degree
• Company size: 45 employees total
• Years in role: 7

“I don't mind the hard work of fixing a rat infestation, but I hate wasting my life fighting a computer program that doesn't understand how we actually do our jobs.”

Sonia Narváez Godínez has spent the last two decades navigating the gritty realities of facility management and pest control in the greater Madrid area. Holding a Bachelor's degree in Business Administration, she climbed the ranks from a junior dispatcher to her current role as Field Operations Manager seven years ago. Her journey was defined by a desire to bring order to chaos; she thrives on the tangible results of a clean building versus the abstract frustration of bureaucratic red tape. Currently, she manages a team of eight technicians across a 45-person company that has been slow to digitize its operations. The organization relies on a legacy ERP system purchased five years ago, a tool that lacks any mobile functionality, forcing her staff to rely on personal smartphones to capture evidence of their work. This archaic workflow creates a significant lag; technicians return from sites with hundreds of unprocessed images, and Sonia must manually curate these files at her desk to generate client reports, a process that often pushes deadlines back by 48 hours. Despite her frustration, Sonia remains bound by a rigid five-year contract with the software provider, which locks the company into this inefficient ecosystem. She is acutely aware of the financial penalties for early termination, making immediate migration impossible. Consequently, she operates in a state of managed stagnation, constantly looking for workarounds rather than solutions. She has implemented strict protocols requiring technicians to label photos with specific codes, a minor optimization that barely scratches the surface of the systemic issue. Her professional identity is built on accuracy and speed, yet her daily reality is a compromise between these values and the technological limitations imposed by her employer. While she possesses a strong interest in AI-driven solutions and follows tech trends closely, her pragmatism keeps her grounded; she knows that without leadership approval and budget flexibility, she cannot simply adopt a new platform. For now, she focuses on maintaining team morale and ensuring client satisfaction through sheer diligence, hoping that market pressures will eventually force the company to reconsider its software strategy.

Background & daily life

A day in their life

Sonia wakes at 5:30 AM for her run, returning just in time to pack lunch and drop her son off at school. By 7:45 AM, she is in the office, checking emails and reviewing the previous night's photo uploads that technicians failed to sync properly. Her morning involves three hours of 'data archaeology,' matching uploaded images to job tickets and correcting errors before generating client reports. At noon, she meets with her team via video call to assign routes for the afternoon, often mediating disputes about equipment availability. Afternoon hours are spent in the field visiting difficult accounts, ensuring technicians follow safety protocols. Evenings are reserved for homework help with her son, followed by dinner. Late nights, often until 9 PM, are dedicated to reconciling the day's messes in the outdated ERP, a task she dreads but accepts as necessary to keep the business running smoothly.

Lifestyle

Sonia lives in a modest but well-maintained apartment in Alcorcón with her husband and pre-teen son. Her mornings start at 5:30 AM with a 45-minute run along the river, a non-negotiable ritual for mental clarity before the workday begins. She balances her career with active parenting, often taking her son to soccer practice after work. Financially, she is prudent; they avoid luxury spending but invest heavily in travel once a year, usually to Portugal or France, where she practices street photography. Socially, she maintains a tight-knit circle of colleagues and neighbors, frequently volunteering on weekends for local community garden initiatives, which grounds her in the reality of physical labor and nature outside the office.

Work life

As the Field Operations Manager for a mid-sized pest control firm, Sonia oversees eight technicians covering the southern Madrid region. Her day is a constant battle against friction caused by their legacy ERP system, which has no mobile interface. Technicians must snap photos on personal devices and physically upload them to a desktop terminal upon returning to the warehouse, creating a bottleneck that delays report generation by days. She spends half her week manually cross-referencing these digital files to create client-ready PDFs, a process prone to human error. Despite the frustration, she fiercely protects her team from administrative burdens, yet the lack of automation forces her to work late nights to ensure invoices are sent accurately.

Relationships

Sonia is married to Carlos, an architect who provides a stable emotional anchor but often works late, making their schedules competitive. Her son, Leo, looks up to her discipline and often asks about her 'computer problems.' She relies heavily on two senior technicians, Marta and Javier, as informal advisors; their feedback on what frustrates the crew shapes her internal advocacy. Outside work, her influence comes from a small volunteer group in Alcorcón focused on urban greening, where she is seen as a steady, reliable leader rather than a loud voice.

How they decide

Sonia is a methodical, risk-averse decision-maker who prioritizes stability and proven reliability over novelty. She does not impulse buy; instead, she gathers extensive evidence, seeks peer validation from her network, and weighs long-term contractual implications heavily. When faced with a change, she prefers incremental steps and requires concrete proof of ROI before committing, often delaying decisions if the transition period seems disruptive to her team's workflow.

How they sound

Her speech is clear, articulate, and moderately fast, reflecting her background in administration and operations. She speaks standard Castilian Spanish with a subtle Madrileño cadence, avoiding heavy slang but using industry jargon like 'ticketing' or 'closure' naturally. She tends to be direct and concise when discussing operational failures but softens her tone when addressing team morale. She avoids hyperbole, rarely saying 'never' or 'always,' preferring precise qualifiers like 'currently' or 'historically.' In meetings, she pauses frequently to ensure accuracy, sometimes repeating herself to emphasize critical details.