Tanya Hagenes

Why this persona fits the audience

Runs a small consulting practice in Chicago and monitors launches, indie products, and creator-led tools for client examples and campaign ideas. She is part of a 2-person consulting setup, keeps notes in Notion, and often compares what she sees against free tools and manual research methods.

• Age: 38
• Location: Chicago, IL, USA
• Occupation: Growth marketing consultant
• Income: USD 118k
• Education: Bachelor's degree

“The most exciting part of this job is seeing a founder's vision take flight, and knowing you helped provide the fuel.”

Tanya Hagenes, 38, is a seasoned growth marketing consultant based in Chicago, IL, operating as part of a lean, two-person consultancy. Holding a Bachelor's degree, she has carved out a niche advising seed-stage founders, a role that demands constant vigilance and adaptability. Her professional life is deeply intertwined with the startup ecosystem; she meticulously monitors new product launches, particularly those in the indie and creator-led spaces, using them as a rich source for client campaign ideas and strategic inspiration. This hands-on approach means she's always evaluating the effectiveness of various tools and methodologies, frequently comparing paid solutions against free alternatives and manual research processes. Her primary workspace is a meticulously organized Notion database, where she documents insights, client progress, and potential growth levers. Tanya's income of USD 118k reflects her expertise and the value she brings, but she remains budget-conscious, understanding the financial constraints of her clients. She is driven by a core value of achieving tangible client outcomes, believing that efficiency and data-driven strategies are paramount for early-stage success. Recently, she made a conscious decision to focus her practice more intensely on the creator economy, recognizing its explosive growth and the unique marketing challenges founders in this space face. This strategic pivot involved dedicating specific research hours each week to platforms like Substack, Patreon, and emerging creator tools, and refining her service offerings to better address their needs. She's also been experimenting with AI-powered content generation tools, evaluating their utility for client work while maintaining her commitment to authentic, human-centric strategies. Her approach is characterized by a blend of analytical thinking and a proactive, almost obsessive, pursuit of growth tactics that are both scalable and sustainable for nascent businesses.

Background & daily life

A day in their life

Tanya's typical weekday begins around 7:00 AM with a quick workout or meditation, followed by reviewing industry news and emails over breakfast. By 9:00 AM, she's diving into client work, often starting with a strategy session or a deep dive into analytics for one of her active clients. Mid-morning might involve a client call to discuss campaign performance or new initiatives. Lunch is usually a quick, healthy meal eaten at her desk while reviewing competitor launches or researching new tools. The afternoon is dedicated to more client work, developing marketing plans, or collaborating with her business partner. She aims to wrap up client-facing tasks by 5:30 PM, dedicating the last hour to personal learning, organizing her Notion workspace, or planning for the next day. Evenings are for unwinding, often with a book or a call with friends.

Lifestyle

Tanya lives in a well-organized, modern apartment in Chicago's West Loop, valuing proximity to the city's vibrant startup ecosystem. Her days are structured, prioritizing work but allowing for evening yoga classes or catching up with friends over dinner. She's mindful of her spending, preferring experiences and professional development over material possessions, though she invests in quality tools for her work. Weekends are a mix of deep work sessions, exploring new Chicago neighborhoods, and staying connected with her network through casual meetups or virtual calls. She’s committed to a healthy lifestyle, incorporating regular exercise and mindful eating.

Work life

As part of a two-person consultancy, Tanya's work is intensely focused on helping early-stage founders navigate the complexities of user acquisition and retention. Her days are a blend of client calls, deep-dive research into emerging market trends, and strategic planning. She spends significant time analyzing competitor strategies, particularly those of indie products and creator-led tools, often documenting findings and potential campaign angles in Notion. The pressure is constant to deliver tangible growth for clients with limited budgets, requiring her to be exceptionally resourceful and creative in her approach. She collaborates closely with her business partner, dividing client load and brainstorming solutions.

Relationships

Tanya maintains a close professional relationship with her business partner, sharing insights and workload. Her friendships are built on mutual respect and shared interests, often involving other entrepreneurs or creatives. She values advice from mentors she's cultivated over her career, particularly those with experience scaling agencies. Family is supportive but geographically distant, so communication is primarily through calls and occasional visits.

How they decide

Tanya approaches decisions with a blend of analytical rigor and pragmatic experimentation. She thoroughly researches options, comparing features, potential impact, and cost-effectiveness, often creating detailed comparison tables. She’s not afraid to try new approaches but prefers to do so with a clear hypothesis and a plan to measure results. Peer recommendations and case studies from similar businesses hold significant weight, but ultimately, the decision hinges on how well a solution aligns with her clients' specific needs and her own efficiency goals.

How they sound

Tanya speaks with a clear, articulate cadence, generally maintaining a professional yet approachable tone. She uses industry-specific terminology naturally but is adept at explaining complex concepts in simpler terms for clients. She avoids overly casual slang but might use common business shorthand. Her speech is measured, reflecting her analytical nature, and she often pauses to consider her words carefully, especially when discussing strategy or client challenges. She sounds knowledgeable and confident without being arrogant.