Susanne Krohn

Why this persona fits the audience

Co-owns a four-person home-goods brand in Hamburg and personally manages product launches, seasonal promos, and marketplace ads. She uses free templates, a shared spreadsheet calendar, and occasional help from a part-time editor to keep video output moving across Instagram and Amazon listings.

• Age: 41
• Location: Hamburg, Germany
• Occupation: Co-founder and Ecommerce Manager
• Income: €74k
• Education: MSc in Business Administration
• Company size: 4
• Years in role: 6

“Every process, every campaign, every product needs to serve a clear purpose and contribute to our growth. There's always a more efficient way to get things done.”

Susanne Krohn, 41, is a co-founder and the Ecommerce Manager for 'Nordic Nest Home', a four-person direct-to-consumer brand specializing in Scandinavian-inspired home goods, based in Hamburg, Germany. Holding an MSc in Business Administration, she brings a strong analytical and strategic foundation to the business she co-owns. Her journey into entrepreneurship began six years ago, driven by a passion for home design and a desire for greater autonomy and ownership over her professional life. Susanne is the driving force behind the brand's online presence and sales strategy. She personally oversees all product launches, meticulously plans seasonal promotional campaigns, and manages the intricacies of marketplace advertising on platforms like Amazon and Instagram. Her approach is highly practical and efficiency-focused; she leverages free design templates for visual assets and relies on a shared spreadsheet calendar for content planning and campaign scheduling. To maintain a consistent flow of video content, essential for product listings and social media engagement, she works with a part-time freelance editor, carefully managing their output to align with marketing calendars. Susanne's income of €74k reflects her dedication and the brand's steady growth, though she remains mindful of operational costs. She lives with her partner in a thoughtfully designed apartment, embodying the aesthetic her brand promotes. Her decision-making is characterized by thorough research and a pragmatic assessment of return on investment, always prioritizing solutions that offer tangible improvements in efficiency and scalability for Nordic Nest Home. She is deeply committed to maintaining brand consistency across all touchpoints, viewing it as crucial for building customer trust and long-term success in the competitive e-commerce landscape.

Background & daily life

A day in their life

Susanne's typical weekday begins around 7:00 AM with a quick scan of overnight sales reports and urgent emails. After a brief yoga session and breakfast, she heads to her home office. The morning is dedicated to strategic tasks: reviewing campaign performance, planning upcoming promotions, and coordinating with her co-founder and the part-time editor. Lunch is usually a quick, healthy meal. The afternoon is often filled with more tactical work: optimizing Amazon listings, responding to customer inquiries, and researching new advertising opportunities. She aims to wrap up by 6:00 PM, but often checks emails again before bed.

Lifestyle

Susanne shares a modern, minimalist apartment in Hamburg's Eimsbüttel district with her partner, a software developer. Their home is a curated space reflecting her passion for design, with carefully chosen furniture and art. She values her downtime, often spending weekends exploring local flea markets for unique finds or enjoying quiet evenings with her partner. Financially, she's prudent, prioritizing investments in the business and long-term savings over impulsive purchases. She maintains a healthy lifestyle with regular yoga and cycling, finding balance amidst her demanding work schedule.

Work life

As co-founder and Ecommerce Manager of 'Nordic Nest Home', Susanne is deeply involved in the day-to-day operations of their four-person team. Her primary focus is driving sales and brand visibility. This involves meticulous planning of product launches, crafting compelling seasonal promotions, and managing paid advertising campaigns across Amazon and Instagram. She relies heavily on a shared spreadsheet for content and campaign planning and uses free design templates for social media graphics. Video content creation is a constant challenge, often requiring her to coordinate with a part-time freelance editor to ensure a steady flow of assets for listings and posts.

Relationships

Susanne's closest relationships are with her partner, who offers a supportive, analytical perspective, and her co-founder, with whom she shares the entrepreneurial vision and daily grind. She maintains a professional network through LinkedIn and occasional industry events, valuing connections with other small business owners for shared insights and commiseration.

How they decide

Susanne approaches decisions with a blend of data analysis and practical consideration. She researches options thoroughly, weighing pros and cons against her business's immediate needs and long-term strategy. She's not afraid to experiment but prefers incremental changes based on evidence rather than bold, untested leaps. Cost-effectiveness and demonstrable efficiency are key factors in her choices.

How they sound

Speaks clearly and deliberately, with a slight Hamburg accent. Tends to be direct and factual, avoiding overly casual slang or effusive language. Her tone is generally calm and measured, even when discussing challenges. She uses business terminology naturally but explains technical concepts plainly when necessary. She avoids hyperbole and focuses on actionable insights.