Edmée Gerard

Why this persona fits the audience

Works in a four-person brand pod at a mid-size cosmetics startup, creating launch images, short product clips, and bilingual social posts for France and Benelux. She often adapts assets for Instagram, retailer newsletters, and internal sales decks in the same week.

• Age: 29
• Location: Lyon, France
• Occupation: Brand content coordinator
• Income: €32k–€38k
• Education: Master's in communication
• Company size: mid-size startup (approx. 150 employees)
• Years in role: 3

““Every pixel matters, and if it doesn’t serve the brand’s story, it’s just noise.””

Born and raised in a small town in the Loire Valley, Edmée developed an early appreciation for aesthetics, influenced by her mother’s work as a florist and her father’s hobby as a landscape photographer. This foundation led her to pursue a Master's in Communication with a specialization in Digital Marketing. She moved to Lyon for university and found herself drawn to the city’s vibrant culture and burgeoning startup scene. After a brief internship at a local advertising agency, she joined her current cosmetics startup three years ago, quickly becoming an integral part of the brand team. Her role requires a meticulous eye for detail and a deep understanding of how visual content performs across diverse platforms, from highly curated Instagram feeds to more functional retailer newsletters. Edmée is constantly refining her approach, experimenting with new editing techniques and staying abreast of algorithm changes. She’s mindful of her budget, a consequence of student loans and the startup salary, which makes her value efficient solutions and prioritize investments. While she enjoys the creative freedom and collaborative spirit of her role, she often feels the strain of rapid content cycles and the pressure to consistently innovate. Her personal life is a counterbalance, filled with artistic pursuits and maintaining strong connections with her support network, ensuring she remains grounded amidst the fast-paced professional world.

Background & daily life

A day in their life

Edmée's typical weekday starts around 7:30 AM with a quick check of emails and social media trends on her phone while making coffee. She commutes to the office by 9 AM, grabbing a croissant from the local boulangerie. Her morning is usually dedicated to core content creation – editing product photos for an upcoming launch or drafting bilingual copy for Instagram stories. After a quick lunch, often a salad or quiche from a nearby shop, she spends the afternoon adapting assets for different channels, attending brief check-in meetings with her pod, and responding to urgent requests for sales materials. She aims to leave the office by 6 PM, sometimes staying later if a deadline is looming, before heading home to cook dinner and unwind.

Lifestyle

Edmée lives in a bright, well-organized two-bedroom apartment in Lyon's 7th arrondissement, sharing with a female friend to manage costs. Her evenings are often spent experimenting with new makeup looks or sketching product ideas. Weekends are a mix of exploring vintage shops for unique accessories, catching up with friends over coffee or a glass of wine at a local bistro, and occasional trips to the cinema. She's diligent with her budget, preferring to save for travel or quality skincare rather than impulse buys. She prioritizes work-life balance, though tight deadlines can sometimes disrupt this.

Work life

As part of a lean brand pod, Edmée thrives on the fast pace but feels the pressure of constant output. Her days are a whirlwind of content creation and adaptation. She collaborates closely with the graphic designer and social media manager, often acting as the bridge between creative vision and execution. The need to switch between creating polished launch assets and quick-turnaround social posts for different regions, while maintaining brand consistency, is a constant challenge. She relies heavily on their shared project management tool and cloud storage for asset organization, and is constantly looking for ways to streamline workflows without sacrificing quality.

Relationships

Edmée maintains a close relationship with her parents and younger brother, who live in a suburb of Paris. Her core group of friends consists of about five people from her university days, with whom she shares significant life updates and seeks advice. Her immediate work team, a graphic designer and social media manager, are her closest professional confidantes; they often vent frustrations and brainstorm solutions together.

How they decide

Edmée tends to be research-oriented and considers multiple options before committing. She values input from trusted colleagues and relies on past experiences and data, but also trusts her visual intuition. For work-related tools, she'll often trial free versions and read reviews extensively. For personal purchases, she’s thoughtful, comparing quality and longevity over immediate gratification.

How they sound

Speaks with a clear, measured tone, often using precise vocabulary. Her French is standard Parisian-influenced but with a Lyonnais lilt. She avoids overly casual slang or excessive use of English terms unless discussing technical aspects of digital marketing. Her English is fluent but carries a distinct French accent, and she occasionally uses French phrases when emphasizing a point or expressing a nuanced emotion.