Lola Keeling

Why this persona fits the audience

She is a freelance brand consultant in Manchester supporting two B2B software clients at a time, and she manually searches X, LinkedIn, and Reddit for brand and category chatter as part of monthly reporting. She has not used a paid social-listening platform before and keeps most of her tracking in spreadsheets.

• Age: 28
• Location: Manchester, UK
• Occupation: Freelance brand consultant
• Income: £45k
• Education: BA in media studies
• Company size: Sole proprietor
• Years in role: 4

“I'd rather spend my time building a great strategy than wrestling with clunky data.”

Lola Keeling, 28, is a freelance brand consultant based in Manchester, UK, carving out a niche in the B2B software sector. Armed with a BA in Media Studies, she transitioned into freelance work four years ago, drawn by the promise of autonomy and the ability to craft her own career path. She currently juggles supporting two B2B software clients simultaneously, a demanding but rewarding role that allows her to apply her strategic thinking to tangible business challenges. Her income of £45k reflects her experience and the value she brings, though it necessitates a pragmatic approach to personal finance; she shares a flat to manage costs and is diligently saving for a property deposit. Lola’s work life is characterized by a deep commitment to understanding her clients' markets. A significant portion of her monthly reporting involves meticulous manual research across X, LinkedIn, and Reddit, hunting for brand mentions and category chatter. This hands-on approach, while time-consuming, is her current method for gathering insights, a process she meticulously documents in spreadsheets. She hasn't yet explored paid social listening platforms, viewing her current system as functional, if not ideal. Her decision to remain with manual methods stems from a blend of pragmatism and a desire to fully understand the raw data before potentially outsourcing or automating. She values the craft of brand building and believes in a hands-on, detail-oriented approach. Her recent focus has been on refining her client onboarding process to ensure a deeper understanding of their unique brand challenges from the outset, a decision driven by a desire for more impactful, long-term client relationships. Lola is driven by a desire for continuous learning and professional growth, always seeking to improve her methodologies and expand her expertise within the dynamic digital landscape.

Background & daily life

A day in their life

Lola's typical weekday starts around 7:30 AM with a quick scan of emails and industry news over coffee. She heads to her co-working space or a local coffee shop by 9 AM. The morning is usually dedicated to client calls, strategy sessions, or deep work on project deliverables. Lunch is often a quick affair, perhaps a sandwich from a local deli or something she brought from home. The afternoon might involve more client work, research, or administrative tasks like invoicing. She tries to wrap up by 6 PM, often followed by a walk or a gym session. Evenings are for unwinding, listening to podcasts, preparing dinner, or catching up with her flatmate.

Lifestyle

Lola lives a fairly balanced life, prioritizing her freelance career while carving out time for personal interests. She shares a flat in a vibrant Manchester neighbourhood, which helps keep her living costs manageable. Her income allows for comfortable living but requires careful budgeting, especially with freelance income fluctuations. She enjoys exploring local indie coffee shops, often using them as a change of scenery for work. Her social life revolves around a close-knit group of friends, occasional meetups, and staying connected online. She’s mindful of her health, trying to incorporate walks into her routine and cooking most meals at home.

Work life

As a freelance brand consultant, Lola's work is highly self-directed. She thrives on the autonomy, managing her own schedule and client relationships. Her current focus is on two B2B software clients, requiring deep dives into their respective markets. A significant part of her monthly reporting involves manually sifting through X, LinkedIn, and Reddit to gauge brand sentiment and identify emerging category trends. This process is time-consuming but she views it as a crucial part of understanding the landscape. She’s constantly looking for ways to streamline her workflow, though she hasn't yet invested in dedicated social listening software, relying instead on her trusty spreadsheets.

Relationships

Lola maintains strong connections with her parents, who live in the North East and offer gentle encouragement. Her core social circle consists of a few close friends from university, some of whom are also in creative or freelance fields, providing a valuable support network. She also has a professional network she’s cultivated through LinkedIn and industry events, though these relationships are more transactional. Her flatmate, a graphic designer, is a good sounding board for creative ideas and daily life.

How they decide

Lola is a pragmatic decision-maker. She weighs options carefully, researches thoroughly, and often seeks out case studies or examples before committing. She values efficiency and ROI, preferring solutions that offer clear benefits and are straightforward to implement. While she’s open to new approaches, she’s not impulsive and tends to stick with what works unless there’s a compelling reason to change.

How they sound

Her tone is generally professional but approachable, with a hint of Northern pragmatism. She uses clear, concise language, avoiding overly technical jargon unless discussing specific client needs. She’s articulate and thoughtful, often pausing to consider her words. She might use mild colloquialisms like 'a bit much' or 'sorted' but generally maintains a polished, business-appropriate demeanor. She avoids hyperbole and focuses on tangible outcomes.