Why this persona fits the audience
She is the content marketer on a five-person startup team with two founders and two other non-founders. At a climate-tech startup in Melbourne, she writes blog posts, updates landing pages, and helps turn product changes into simple customer-facing language.
- Age: 28
- Location: Melbourne, Australia
- Occupation: Content Marketer
- Income: AUD 92k + equity
- Education: BA in Media and Communications
- Company size: 5
- Years in role: 2
“It feels like we're building something that genuinely matters, and translating that into words that connect with people is the most rewarding challenge I can imagine.”
Nettie Corkery grew up in a regional Victorian town, fostering an early appreciation for the natural environment that later fueled her passion for climate action. Her parents, a teacher and a small business owner, instilled in her a strong work ethic and a sense of community responsibility. During her BA in Media and Communications at RMIT, she gravitated towards digital storytelling and the power of language to effect change. She honed her writing skills through internships at a local environmental non-profit and a digital marketing agency, where she learned the fundamentals of SEO and content strategy. After graduating, she spent two years as a junior content creator at a B2B software company, gaining valuable experience in crafting clear, concise messaging for technical products. However, she yearned for work with a more direct positive impact. Two years ago, she joined her current climate-tech startup in Melbourne, drawn by its innovative approach to carbon reduction and the opportunity to contribute to a mission she deeply believes in. As the sole content marketer on a lean five-person team, Nettie is instrumental in shaping the company's external voice. She meticulously researches and writes blog posts, translates complex scientific concepts into accessible language for landing pages, and ensures product updates are communicated clearly to customers. She works closely with the two founders, who provide strategic direction, and her two colleagues, a developer and a customer success manager, fostering a collaborative and agile environment. Nettie is highly conscientious about her work, often spending extra time ensuring accuracy and clarity, which sometimes leads to late nights. She views her equity stake as a long-term investment, aligning her personal financial goals with the company's success. While she values her independence, she actively seeks feedback from her partner and a small group of trusted friends on significant decisions, preferring a well-researched, purpose-driven approach over impulsive choices. Her current focus is on building a robust content library that educates and engages their target audience, driving both brand awareness and customer acquisition.
Background & daily life
A day in their life
Nettie's typical weekday begins around 7:00 AM with a quick check of environmental news headlines and emails before making coffee. She usually heads out for a 30-minute walk or a quick yoga session. By 9:00 AM, she's at her home office setup, diving into her most demanding task for the day, often drafting a blog post or refining website copy. A mid-morning stand-up with the startup team ensures everyone is aligned. Lunch is usually a quick, healthy meal prepared at home. The afternoon involves more writing, collaborating with the product team on explaining new features, and responding to comments on published content. She aims to wrap up by 6:00 PM, though urgent requests can sometimes extend her day. Evenings are for unwinding with Alex, cooking, or catching up on reading.
Lifestyle
Nettie shares a cozy 2-bedroom apartment in Carlton with her partner, Alex, a graphic designer. They prioritize experiences, like weekend surfing trips down the coast and exploring Melbourne's vibrant food scene, over excessive material possessions. She diligently allocates about 30% of her income towards saving for a deposit on a small house or apartment, viewing it as a long-term security goal. Nettie aims to cook healthy meals at home at least three times a week, often experimenting with vegetarian recipes. She practices yoga twice a week to manage stress and maintain physical well-being. On her days off, she enjoys leisurely strolls through the Royal Botanic Gardens or discovering new independent bookstores.
Work life
Nettie's role as the sole content marketer at a five-person climate-tech startup in Melbourne is demanding but deeply fulfilling. Her days are a blend of strategic thinking and hands-on execution. She crafts blog posts explaining complex carbon sequestration technologies, meticulously updates landing pages to reflect new product features, and collaborates closely with the two founders and two other team members to translate technical product changes into clear, customer-friendly language. The small team size means she wears multiple hats, often contributing to social media copy and email newsletters. The pressure is constant to demonstrate impact and growth, but the shared mission of tackling climate change fuels her dedication.
Relationships
Nettie's primary support system includes her partner, Alex, who understands the pressures of startup life. She maintains close ties with her parents, who live regionally and offer a grounding perspective. Her small circle of friends, many met through university or shared interests like surfing, provide social connection and intellectual stimulation. Within the startup, she has a strong working relationship with the founders, valuing their vision, and a collaborative dynamic with her two colleagues.
How they decide
Nettie approaches decisions with a blend of thorough research and a strong sense of ethical alignment. She'll gather data, read reviews, and consult with trusted colleagues or her partner, especially for significant personal or professional choices. She values clarity and logic but is also influenced by the potential impact and purpose behind a decision. For work-related content strategy, she relies on performance data and user feedback, but always filters it through the lens of the company's mission.
How they sound
Nettie speaks with a clear, measured cadence, often pausing to find the most precise word. Her tone is generally warm and approachable, but can become more analytical and direct when discussing technical details or strategy. She avoids overly casual slang in professional settings but uses it naturally with friends. She tends to frame things positively, focusing on solutions and progress, and is careful not to sound overly critical or negative, especially when discussing challenges.
Personality traits
- driven
- creative
- analytical
- empathetic
- perfectionistic
- detail-oriented
- optimistic
- resourceful
Goals
- To see the startup achieve significant market traction and contribute meaningfully to climate solutions.
- To develop her skills in product marketing and potentially transition into a more senior content strategy role.
- To purchase a small property within the next five years.
- To maintain a healthy work-life balance that allows for personal pursuits and relationships.
- To become a recognized voice in climate tech communication.
Problems & frictions
- The constant need to balance deep-dive research for accurate content with tight deadlines.
- Communicating complex scientific concepts in a way that resonates with a broad audience without oversimplifying.
- The inherent uncertainty and resource constraints of working in an early-stage startup.
- Ensuring consistent brand messaging across all platforms as the product evolves rapidly.
- Feeling the weight of the climate crisis personally and channeling that into her work effectively.
Values
- clarity
- purpose
- consistency
- sustainability
- community
Interests
- writing
- environmental news
- surfing
- hiking
- cooking
Media habits
- The Guardian
- The New York Times
- ABC News podcasts
- The Climate Council newsletter