Jelmer Post

Why this persona fits the audience

He produces content for a 20-person cybersecurity SaaS company in Amsterdam, mainly turning webinar clips, screenshots, and feature announcements into LinkedIn videos and paid social assets. He works closely with sales and product teams, and often needs quick iterations without waiting for a full design cycle.

• Age: 34
• Location: Amsterdam, Netherlands
• Occupation: Content producer
• Income: €62k annual salary
• Education: Bachelor's degree in digital media
• Company size: 20 employees
• Years in role: 4

“My job is to make complex cybersecurity features feel accessible and engaging, and the fastest way to do that is often through smart, concise video.”

Jelmer Post, 34, is a dedicated content producer at a burgeoning 20-person cybersecurity SaaS company based in Amsterdam. Holding a Bachelor's degree in Digital Media, he has carved out a niche in B2B SaaS marketing, focusing primarily on transforming raw material—like webinar recordings, product screenshots, and feature announcements—into polished LinkedIn videos and paid social assets. His role is intrinsically collaborative, requiring constant interaction with sales and product teams to ensure content is not only engaging but also strategically aligned with business objectives. This close proximity to the commercial side of the business means Jelmer often operates under tight deadlines, needing to produce quick iterations without the luxury of lengthy design cycles. He's adept at leveraging available resources, frequently experimenting with AI-powered tools to streamline his video editing and content creation processes, sometimes bypassing traditional workflows to meet urgent demands. His annual salary of €62k reflects his specialized skills and the value he brings to a fast-paced tech environment. Jelmer is driven by a desire for clarity and speed in his work, believing that efficient, cross-functional collaboration is key to impactful content. He actively seeks out new methods and technologies, particularly in AI workflows and LinkedIn marketing, to enhance his output. Recently, he's been focused on developing a more automated system for repurposing webinar content, aiming to significantly reduce manual editing time. This involves testing various AI video generation platforms to see which ones can best handle the nuances of cybersecurity messaging while maintaining a professional, trustworthy brand image. He's also been working closely with the sales team to create short, testimonial-style videos from client feedback, a process he's trying to make more scalable. Jelmer views his career as a path towards becoming a recognized expert in B2B content strategy, with a particular interest in the intersection of AI and marketing. He is pragmatic about his finances, actively saving for a down payment on an apartment, which influences his approach to both personal and professional investments, prioritizing tools that offer clear ROI and efficiency gains.

Background & daily life

A day in their life

Jelmer's typical weekday starts around 8:30 AM after his cycle commute. He begins by scanning industry news on LinkedIn and checking his company's performance metrics from the previous day. The morning is often consumed by editing webinar clips into short, punchy LinkedIn videos, coordinating with the sales team on specific talking points they want highlighted. After a quick lunch, he might spend an hour testing a new AI video editing feature or working on a paid social ad creative, iterating based on initial performance data. The afternoon often involves a quick sync with product marketing about upcoming feature releases, followed by more content production or planning the next week's social calendar. He usually wraps up around 5:30 PM, cycling home.

Lifestyle

Jelmer lives in a rented two-bedroom apartment in Amsterdam Oud-West with his partner, a graphic designer. They enjoy exploring new restaurants, cycling along the canals, and occasional weekend trips within the Netherlands. He’s conscious about his health, aiming for a few gym sessions a week and trying to cook at home more often. Financially, he's saving for a down payment on a small apartment, which means he's mindful of discretionary spending but doesn't shy away from investing in tools that improve his work or personal efficiency. His social life is a mix of catching up with friends from university and colleagues, often at after-work drinks or casual dinners.

Work life

Jelmer's days are a constant juggle between reactive requests and proactive content planning. He spends a significant portion of his time editing raw footage from sales webinars, extracting key soundbites, and overlaying graphics for LinkedIn. He collaborates closely with the sales team to understand their pain points and with product marketing to translate feature updates into digestible social assets. The pressure is on for rapid turnaround; a new feature announcement might need a short video by end-of-day. He's constantly experimenting with new AI tools to speed up editing and generate variations for A/B testing paid campaigns, often bypassing the formal design team for quick edits.

Relationships

Jelmer is in a stable, long-term relationship with his partner, who offers creative feedback and a different perspective on visual communication. He maintains good working relationships with his sales and product colleagues, valuing their input and often relying on their expertise. His manager, the Head of Marketing, is a key influencer, pushing for measurable results and encouraging experimentation with new technologies.

How they decide

Jelmer tends to be research-driven when evaluating new tools or strategies, but his decisions are heavily influenced by the need for speed and efficiency. He'll often trial free versions or beta programs, looking for practical applications that can be implemented immediately. Peer recommendations and case studies demonstrating tangible results are important, but he ultimately trusts his own assessment of a tool's ability to solve his immediate workflow challenges.

How they sound

Speaks clearly and professionally, with a slight Dutch accent. Tends to use marketing and tech jargon naturally but avoids overly casual slang. When discussing his work, he's direct and focused on outcomes. He often uses phrases like 'essentially', 'the main challenge is', 'what we're seeing is', and 'it boils down to'. He avoids overly emotional language and prefers data-backed statements.