Shawna Considine

Why this persona fits the audience

She runs a personal Instagram with about 18k followers and uses Close Friends for client teasers, launch countdowns, and paid-community updates, manually sorting followers into batches for each campaign.

• Age: 29
• Location: Austin, Texas, US
• Occupation: Freelance brand strategist and UGC creator
• Income: $82k
• Education: Bachelor's degree
• Company size: Sole Proprietor
• Years in role: 5

“I love building things that connect people and create real buzz, but it's got to be smart and efficient, or you're just spinning your wheels.”

Shawna Considine, a 29-year-old freelance brand strategist and UGC creator based in Austin, Texas, has carved out a distinct niche in the digital marketing landscape. Holding a Bachelor's degree, she transitioned into full-time freelancing five years ago, driven by a desire for creative autonomy and the ability to directly impact client success. Her personal Instagram account, boasting 18k engaged followers, serves not only as a portfolio but also as a testing ground for innovative content strategies. Shawna's work is characterized by a deep understanding of audience engagement and a knack for creating authentic, user-generated content that drives results. She operates as a sole proprietor, earning an estimated $82k annually, a figure she aims to grow by expanding her client roster and refining her service offerings. Her efficiency is paramount; she meticulously manages her workflow, often using her Instagram's Close Friends feature to deliver exclusive content, client teasers, and community updates. This requires her to manually sort followers into specific batches for each campaign, a process she finds both necessary for targeted communication and increasingly time-consuming. Shawna’s recent focus has been on streamlining these operational aspects of her business without compromising the personalized touch her clients value. She’s exploring more integrated systems that can automate repetitive tasks, allowing her to dedicate more time to high-level strategy and creative execution. Her financial habits are practical, prioritizing reinvestment in her business and essential living costs over frivolous spending, reflecting her long-term career aspirations. She views time as a valuable commodity, constantly seeking ways to optimize her schedule to achieve greater impact and maintain a semblance of work-life balance amidst the demands of her dynamic profession.

Background & daily life

A day in their life

Shawna's typical weekday begins around 7:00 AM with coffee and reviewing her schedule. By 8:30 AM, she's typically on her first client call or diving into content creation for a campaign. Mid-morning often involves drafting strategy documents or editing UGC footage. Lunch is usually a quick, healthy meal eaten at her desk while catching up on industry news. The afternoon is a blend of client communication, platform analytics review, and planning for upcoming posts. She aims to wrap up core work by 6:00 PM, often followed by a yoga class or meeting a friend for a casual dinner, before winding down with an hour of personal content consumption.

Lifestyle

Shawna enjoys the vibrant Austin scene, balancing her demanding freelance career with a social life. She's particular about her routines, usually starting her day with a strong coffee and a quick workout at her local gym. Her apartment is minimalist but functional, reflecting her appreciation for aesthetics and order. She’s mindful of her budget, preferring experiences and investments in her business over excessive material possessions, though she’ll splurge on quality tech that enhances her workflow. Weekends often involve exploring new cafes, attending workshops, or catching live music.

Work life

As a solo operator, Shawna's work life is a constant juggling act between client management, content creation, and strategic planning. Her days are a mix of Zoom calls, brainstorming sessions for client campaigns, shooting and editing UGC, and meticulously crafting Instagram Stories for her own brand and clients. She leverages a suite of digital tools, from project management software to editing apps. The pressure to consistently deliver high-quality, engaging content for diverse clients and maintain her own online presence is ever-present, but she thrives on the autonomy and the direct impact of her work.

Relationships

Shawna maintains close ties with her college friends, many of whom are also in creative or entrepreneurial fields and offer a sounding board for business ideas. Her parents are supportive but don't fully grasp the nuances of her digital career. She has a few trusted mentors she occasionally consults for strategic advice.

How they decide

Shawna is a pragmatic researcher. When faced with a decision, especially regarding tools or significant investments, she'll gather information from multiple sources – reviews, peer recommendations, and direct comparisons. She values efficiency and demonstrable value, preferring solutions that solve a specific pain point without adding unnecessary complexity.

How they sound

Shawna speaks with a clear, articulate cadence, often employing industry jargon naturally but can simplify complex concepts when needed. She uses contemporary slang sparingly, preferring professionalism. Her tone is generally upbeat and confident, but she can become more analytical and focused when discussing strategy or problem-solving. She avoids overly casual or unprofessional language in client interactions.