Jade van de Brink

Why this persona fits the audience

Owns a 7-person digital agency that builds custom chatbots and search assistants for e-commerce clients in the Netherlands. Prompt templates, escalation rules, and QA sign-off live in Notion and Google Sheets across several client projects.

• Age: 33
• Location: Amsterdam, Netherlands
• Occupation: Founder, digital agency
• Income: €85k + profit share
• Education: MSc, Business Information Systems
• Company size: 7
• Years in role: 5

“We're building the future of how businesses interact with their customers, one smart conversation at a time, but it has to be done with absolute precision and reliability.”

Jade van de Brink, a driven 33-year-old founder, carved out her niche in the AI landscape by establishing a 7-person digital agency focused on custom chatbot and search assistant solutions for the Dutch e-commerce sector. Her background, a Master's in Business Information Systems, provided a strong foundation for understanding both the technical intricacies and commercial imperatives of her clients. From her Amsterdam base, she orchestrates a team that grapples daily with the challenge of integrating sophisticated AI into client workflows. The agency's current operational backbone relies heavily on Notion for prompt templates and client documentation, and Google Sheets for tracking escalation rules and QA sign-offs across a portfolio of diverse e-commerce projects. This hybrid, often manual, system, while functional, represents a significant friction point in her pursuit of scalability and efficiency. Jade's recent strategic discussions have centered on consolidating these disparate tools to create a more robust and secure operational framework, particularly as client projects grow in complexity and AI capabilities advance at breakneck speed. Her personal finances are characterized by a strong reinvestment strategy into the business, viewing every profit share as an opportunity to fuel future growth rather than immediate personal gain. She balances this intense professional focus with a commitment to physical well-being and staying abreast of industry trends, understanding that continuous learning and adaptation are non-negotiable in her field. Her ambition is to not only grow her agency but to establish it as a benchmark for quality and innovation in AI-driven e-commerce solutions within the Netherlands and beyond.

Background & daily life

A day in their life

Her weekday typically begins around 6:30 AM with a quick workout or checking urgent emails. By 8:30 AM, she's cycling to her Amsterdam office, grabbing a coffee en route. The morning is usually packed with client video calls or internal team stand-ups to review project progress and address immediate roadblocks. Lunch is often a quick affair at her desk while reviewing analytics or competitor news. Afternoons are dedicated to strategic planning, business development outreach, or deep dives into specific client challenges, often involving intricate prompt logic and potential data leakage scenarios. She aims to wrap up by 6:30 PM, often followed by a casual team debrief or a quick catch-up with her co-founder.

Lifestyle

Jade lives in a modern, airy apartment in Amsterdam, shared with her partner, a graphic designer. Her mornings start early with a quick protein shake and a HIIT class at a local studio before cycling to her office. Weekends are a mix of client catch-ups and exploring new restaurants, but she actively carves out time for her small balcony garden. She's disciplined with her finances, reinvesting most of her profit share back into the business, but enjoys occasional weekend trips within Europe. Socially, she’s active with her agency team and a close-knit group of friends from university.

Work life

Her days are a whirlwind of client calls, project oversight, and strategic planning for her 7-person AI agency. The core of their work involves building bespoke chatbots and search assistants for Dutch e-commerce businesses. Currently, her team is wrestling with streamlining the prompt engineering and QA processes, which are spread across Notion and multiple Google Sheets, creating a constant low-level friction. She spends a significant portion of her time on business development and managing team dynamics, ensuring everyone is aligned and motivated. The pressure to deliver rapid, high-quality solutions for clients is ever-present.

Relationships

Jade is heavily influenced by her co-founder, who handles the technical architecture, and her senior project manager, who is the glue for client relations. She maintains a strong professional network through industry events and LinkedIn. Her parents, both retired teachers, offer unwavering support but don't fully grasp the nuances of her tech business.

How they decide

Jade is a pragmatic decision-maker. She values evidence and clear ROI, preferring solutions that demonstrably improve efficiency or client outcomes. While she's open to new ideas, she thoroughly researches options and seeks consensus among her core team before committing significant resources.

How they sound

Her speaking style is energetic and articulate, with a clear, precise cadence. She tends to use business jargon naturally but avoids overly technical slang when speaking with clients. She's direct and confident, often using Dutch phrases naturally within English conversations. She avoids hyperbole and focuses on actionable insights.