Leticia Dooley

Why this persona fits the audience

Works on a 6-person product marketing team at a B2B SaaS company in Austin, creating launch-page graphics, blog headers, and feature diagrams. Uses Figma, Canva, and a shared asset folder; often needs isometric scenes for roadmap slides and campaign pages.

• Age: 34
• Location: Austin, Texas, US
• Occupation: Product marketing manager
• Income: US$125k base
• Education: BA in Marketing
• Company size: Mid-sized (200-500 employees)
• Years in role: 4

“I believe the best marketing isn't just about telling people what you do, it's about showing them in a way that makes them feel understood.”

Leticia Dooley, 34, has carved out a niche for herself in the bustling B2B SaaS landscape of Austin. Hailing from a family that valued practical skills and clear communication, she pursued a BA in Marketing, drawn to the intersection of business strategy and creative expression. Early in her career, she discovered a particular aptitude for visual communication within technical domains, which led her to product marketing. She joined her current company, a mid-sized SaaS provider, four years ago, quickly becoming an integral part of the six-person product marketing team. Her role is defined by the need to translate complex product functionalities into compelling visual narratives, a task that demands both aesthetic sensibility and deep product understanding. She lives by the principle of 'clarity with polish,' striving to deliver marketing assets that are not only visually striking but also accurately and effectively communicate value. She recently championed a push for more standardized visual templates, inspired by design system principles, to streamline her team's workflow and ensure brand consistency across a growing portfolio of features. This decision, while requiring initial effort in documentation and adoption, has already begun to pay dividends in faster asset creation for recent feature rollouts. Leticia sees time as a valuable, finite resource, and her approach to work and life is geared towards maximizing impact within those constraints. While she appreciates the status her role affords her within the tech community, her primary drivers are the satisfaction of solving complex communication problems and fostering strong cross-team collaboration. Her income supports a comfortable lifestyle, but she remains mindful of long-term financial goals, prioritizing saving and smart investments over impulsive spending. She views her work as a continuous learning process, always seeking to refine her skills in design software and marketing strategy.

Background & daily life

A day in their life

Leticia's typical weekday begins around 7:00 AM with a quick check of urgent emails and Slack messages before grabbing coffee. By 8:30 AM, she's in the office (or logged in remotely if it's a hybrid day), often attending a daily stand-up with her team or a sync with a product manager. The bulk of her morning is spent either sketching out concepts for new campaign graphics in Figma, refining existing visuals, or providing feedback on a colleague's work. Lunch is usually a quick affair at her desk while catching up on industry news. Afternoons often involve cross-functional meetings—reviewing user feedback with UX, aligning on messaging with content, or prepping for a sales enablement session. She aims to wrap up by 6:00 PM, but sometimes stays later to finalize a critical asset before heading out for dinner or a casual hangout.

Lifestyle

Leticia balances a demanding career with an active social life and personal interests. She rents a modern two-bedroom apartment in South Austin with a roommate, prioritizing proximity to work and entertainment. Mornings start with a quick yoga session or a walk, followed by coffee and reviewing her packed calendar. Evenings are often a mix of networking events, trying new restaurants with friends, or quiet nights in tending to her small balcony herb garden. She’s mindful of her finances, saving diligently for potential future down payments while still enjoying weekend trips and concerts. Her social circle is a blend of college friends and work colleagues.

Work life

As a product marketing manager, Leticia's days are a dynamic blend of strategic planning and hands-on execution. She collaborates closely with product managers, sales, and content teams to craft compelling narratives for new features and product launches. Her core responsibility involves translating complex technical information into visually appealing marketing assets. This includes designing launch-page graphics, blog headers, and intricate feature diagrams, often requiring specific isometric illustrations for roadmap slides and campaign pages. She navigates tight deadlines, competing priorities, and the constant need to ensure brand consistency across all materials, relying heavily on Figma, Canva, and a well-organized shared asset folder. Her team of six is lean, meaning everyone wears multiple hats.

Relationships

Leticia maintains strong connections with her core group of college friends, who offer a sounding board for both personal and professional challenges. She has a good working relationship with her team, characterized by mutual respect and open communication. Her roommate, a graphic designer, sometimes offers informal feedback on visual concepts. Her parents, who live in Houston, are supportive but don't fully grasp the nuances of her tech career.

How they decide

Leticia approaches decisions with a blend of research and practical consideration. She values data and evidence, often consulting internal stakeholders and reviewing best practices. However, she also trusts her visual intuition and experience, making quick judgments when necessary, especially under tight deadlines. She leans towards solutions that demonstrably improve efficiency and output quality for her team.

How they sound

Speaks with a clear, articulate cadence, often using marketing and design terminology naturally within conversation. Her tone is generally upbeat and professional, but can become more direct when discussing project constraints or deadlines. She avoids overly casual slang but isn't afraid of the occasional well-placed industry acronym. Prefers concise explanations and often uses visual metaphors to illustrate points.