Marla Sielemann

Why this persona fits the audience

As the founder of a Berlin skincare startup, she publishes the brand’s Instagram stories and carousels herself, reusing product photos, UGC, and launch calendars while a part-time designer handles occasional creative.

• Age: 34
• Location: Berlin, Germany
• Occupation: Founder
• Income: €64k
• Education: Master's degree in business
• Company size: 5-10 employees
• Years in role: 3 years

““Building something meaningful takes grit, but it’s the small, consistent efforts that truly shape its soul.””

Marla Sielemann, 34, is the founder of Aura Botanics, a burgeoning Berlin-based skincare startup focused on natural ingredients and sustainable practices. Armed with a Master's degree in Business Administration, she launched the company three years ago, driven by a personal passion for effective, clean beauty and a desire for entrepreneurial independence. Her journey began after a disillusioning experience with mass-produced cosmetics, prompting her to create products she could trust. Marla’s early career involved a stint in brand management for a larger consumer goods company, where she gained invaluable insights into market strategy and consumer behavior, but also felt constrained by corporate bureaucracy. This experience solidified her resolve to build her own brand, one that prioritized transparency and quality above all else. She poured her savings and considerable energy into Aura Botanics, initially working solo from her apartment. The brand’s core philosophy revolves around 'conscious beauty' – ethically sourced ingredients, eco-friendly packaging, and a commitment to educating consumers. Marla personally oversees the brand's Instagram presence, a critical channel for her direct-to-consumer model. She meticulously crafts stories and carousels, leveraging product photography, user-generated content, and behind-the-scenes glimpses of product development. This hands-on approach reflects her deep connection to the brand and her belief in authentic communication. She recently made the decision to invest in a part-time graphic designer to alleviate some of the creative workload, allowing her to focus more on product innovation and business development. Marla navigates the complexities of running a small business with a blend of meticulous planning and agile adaptation, constantly seeking ways to optimize processes and enhance brand value. Her relationship with time is one of constant negotiation; she often feels there aren't enough hours in the day, yet she's learned to prioritize ruthlessly. Money is viewed as a tool for growth and impact, rather than an end in itself, with a strong emphasis on reinvesting profits back into the business and ensuring fair compensation for her small team.

Background & daily life

A day in their life

Marla's typical weekday begins around 7 AM with a quick check of overnight customer inquiries and social media comments. After a light breakfast and a brief meditation, she heads to her home office. The morning is dedicated to content creation for Instagram – editing photos, writing captions, and planning stories. Around noon, she has a virtual check-in with her team to discuss ongoing projects and address any immediate issues. The afternoon is a mix of supplier calls, reviewing marketing analytics, and strategic planning. She often works until 7 or 8 PM, sometimes longer if a product launch is imminent, before preparing dinner and winding down with her partner.

Lifestyle

Marla lives in a bright, minimalist apartment in Prenzlauer Berg with her partner, a software developer. Their routine is structured but flexible, often starting with a quick yoga session or a walk with their dog, a rescue terrier mix. She prioritizes healthy eating, often meal-prepping on Sundays, and enjoys exploring Berlin's farmers' markets. While she values her independence, she also cherishes quiet evenings at home with her partner. Financial habits lean towards mindful spending, prioritizing experiences and quality over quantity, with a growing awareness of long-term savings goals.

Work life

As the founder of 'Aura Botanics,' a direct-to-consumer skincare brand, Marla is deeply involved in every aspect, especially brand narrative and online presence. She personally manages the brand's Instagram, meticulously curating stories and carousels using a mix of professional product shots, user-generated content, and her own lifestyle imagery. Her part-time designer, a graphic design student, handles more complex visual assets and occasional campaign graphics. Marla juggles product development, supplier negotiations, team management (a small team of 5), and customer service, often working late into the evenings to ensure brand consistency and quality.

Relationships

Marla's closest relationships are with her partner, who offers unwavering support and a grounding perspective, and her small, dedicated team at Aura Botanics. She maintains strong ties with a few university friends who are also entrepreneurs, often exchanging advice and commiserating over shared challenges. Her parents, living in a smaller town in Bavaria, are proud but don't fully grasp the intricacies of her startup life.

How they decide

Marla is a highly analytical and research-driven decision-maker. She weighs pros and cons meticulously, often creating spreadsheets or detailed notes before committing to a course of action. She values data and evidence but also trusts her intuition, especially when it comes to brand direction. Peer recommendations and case studies are important, but the final decision rests on her own thorough evaluation.

How they sound

Speaks with a clear, measured tone, often using precise language. Her German accent is subtle but present. She avoids overly casual slang or jargon, preferring professional yet approachable communication. When discussing her brand, her voice becomes more animated and passionate. She tends to pause thoughtfully before answering complex questions.