Kelli Maggio

Why this persona fits the audience

She coordinates catalog and social content for a small auto-parts distributor in Birmingham, where she and one designer prepare steering-wheel customization visuals for dealers and web listings. Most of the workflow is a mix of email briefs, spreadsheet SKUs, and edited supplier images.

• Age: 27
• Location: Birmingham, UK
• Occupation: Marketing coordinator
• Income: £34k
• Education: Bachelor's degree in marketing
• Company size: Small (under 50 employees)
• Years in role: 3

“It's all about making things look polished and consistent, even when you're working with bits and pieces from everywhere.”

Kelli Maggio, 27, has carved out a niche for herself as a Marketing Coordinator at a Birmingham-based auto-parts distributor, a role she's held for three years. Her background is in marketing, having completed her Bachelor's degree at a local university, where she developed a strong theoretical foundation that she now applies practically. The company's small size means her responsibilities are broad, encompassing the coordination of catalog updates and social media content. She works closely with a single designer, Liam, to create compelling visuals, particularly for steering wheel customization options, which are vital for both their dealer network and online listings. Their workflow is heavily reliant on a digital chain of email briefs, detailed spreadsheet tracking of SKUs, and the editing of images supplied by various manufacturers. This environment demands a high degree of organization and attention to detail, traits Kelli possesses naturally, evidenced by her conscientious nature and a desire for brand consistency. She’s learned to navigate the limitations of available resources, often finding creative workarounds to achieve professional-looking results. Her income of £34k reflects her current career stage and the general economic landscape for her role in the region. She views her work as a continuous learning process, always seeking ways to improve efficiency and the quality of the marketing output, especially in the visually driven automotive customization niche. Kelli is pragmatic about her finances, focusing on saving for future goals like property ownership, which influences her spending habits and makes her value tangible improvements in her work tools and processes.

Background & daily life

A day in their life

Kelli's typical weekday begins around 7 AM with coffee and a quick scroll through industry news feeds. She arrives at the small office by 8:45 AM, immediately diving into emails and checking overnight supplier responses. The morning is often dedicated to briefing Liam on new visual requests or revising existing ones for the website. After a packed lunch, she’ll spend an hour meticulously updating product SKUs in a shared spreadsheet, cross-referencing with supplier data. The afternoon might involve scheduling social media posts, analysing engagement metrics from the previous day, or collaborating with Liam on a new steering wheel customization theme for an upcoming dealer flyer. She usually leaves by 5:30 PM, often with a brief to review on her commute home.

Lifestyle

Kelli lives in a shared flat in Moseley, enjoying the vibrant local scene. Her routine often starts with a meticulously brewed pour-over coffee before heading to work. Weekends are a blend of exploring Birmingham's independent coffee shops, catching gigs at smaller venues, and occasionally tackling DIY updates in her living space. She’s mindful of her budget, often opting for home-cooked meals and free local events over expensive nights out, but splurges on quality coffee beans and concert tickets. She tries to fit in a walk or a quick yoga session most days.

Work life

Her days are a constant juggle between supplier communication, creative direction, and managing digital assets. She spends a significant chunk of her time crafting email briefs for the designer, meticulously checking spreadsheets for SKU accuracy, and then reviewing the edited images for brand consistency across the catalog and website. The pressure is on to keep the visual content fresh and appealing to a diverse dealer network, all while working within the constraints of often basic supplier assets. She’s recently been looking for ways to streamline the image editing and approval process.

Relationships

Kelli is close with her younger sister, who lives in London, and they chat most evenings. Her parents are supportive but geographically distant. At work, she has a good rapport with her designer colleague, Liam, sharing frustrations and brainstorming ideas over shared lunches. Her main social circle consists of friends from university, who are spread across the UK, often meeting up for infrequent but cherished weekends.

How they decide

Kelli is generally a research-oriented decision-maker, weighing pros and cons carefully. She values input from trusted colleagues and online reviews if considering a new tool or process. For work-related improvements, she'll often trial a solution on a small scale before committing, always looking for the most efficient and effective path.

How they sound

Speaks clearly and at a moderate pace, with a slight West Midlands lilt that becomes more pronounced when she's relaxed. Her tone is generally professional but friendly, avoiding overly casual slang at work. She tends to use precise language when discussing tasks and projects, but can be more conversational and enthusiastic when talking about interests like new coffee shops or bands. She might use phrases like 'absolutely' or 'spot on' when agreeing.