Sönke Gotthardt

Why this persona fits the audience

He handles creator pitches for a mid-sized gaming peripheral brand in Berlin and works with one junior marketer. They review inbound creators from YouTube, TikTok, and email, compare rate cards against prior campaign benchmarks, and manually scan audiences for obvious fraud before anyone is invited into a brief.

• Age: 36
• Location: Berlin, Germany
• Occupation: Brand Partnerships Lead
• Income: €68k EUR annual
• Education: Master's degree in media management
• Company size: 50-100 employees
• Years in role: 4

“Every euro spent on a campaign has to earn its keep; we can't afford to chase vanity metrics or inflated reach.”

Sönke Gotthardt, 36, is a Brand Partnerships Lead at a mid-sized gaming peripheral company based in Berlin. His journey into this role began with a Master's degree in Media Management, where he developed a keen interest in the burgeoning creator economy and its intersection with brand strategy. Early in his career, he worked in a more general marketing capacity, but he found himself increasingly drawn to the analytical challenges of performance marketing and partnership evaluation. This led him to specialize in managing creator collaborations, a field he views with a blend of strategic foresight and pragmatic skepticism. He believes strongly in the power of authentic creator voices but is acutely aware of the potential for fraud and inefficiency. His current role is defined by a rigorous, data-driven approach to vetting influencers. Working with one junior marketer, Lena, Sönke has established a multi-stage review process for inbound pitches. This involves meticulously comparing rate cards against historical campaign benchmarks, analyzing audience demographics for authenticity, and identifying potential brand safety risks. He champions precision and process consistency, viewing them as essential for maximizing ROI on a limited budget. Sönke is driven by a desire for efficiency and tangible results, constantly seeking ways to refine their methods. He’s not motivated by status or overt displays of wealth; instead, he values professional competence, the satisfaction of a well-executed campaign, and the intellectual challenge of optimizing complex systems. His personal life is as structured as his professional one, with a strong emphasis on routine, health, and focused leisure activities like PC gaming and cycling. He sees his income as a means to financial security and the ability to invest in tools and experiences that enhance his skills and well-being, rather than for conspicuous consumption.

Background & daily life

A day in their life

Sönke's day begins with a brisk bike ride to the office, listening to a tech podcast. Upon arrival, he reviews Lena's preliminary list of creator pitches, cross-referencing her notes with his own analysis. The morning is dedicated to deep dives: scrutinizing audience demographics on YouTube and TikTok, comparing proposed rates against past campaign performance, and flagging any suspicious patterns. He holds a brief sync with Lena to discuss findings and decide which creators warrant an invitation to a brief. Lunch is usually a packed meal eaten at his desk while scanning industry news. The afternoon involves refining the vetting criteria, responding to urgent emails, and planning future campaign benchmarks. He leaves by 6 PM, biking home to prepare dinner and unwind with some PC gaming.

Lifestyle

Sönke lives a structured but engaged life in Berlin. He shares a Kreuzberg apartment, prioritizing a calm home environment for focus. His daily routine is anchored by his bike commute, regardless of weather, which he sees as essential for mental clarity. Evenings are often spent gaming, researching industry trends, or preparing healthy meals. He's not one for excessive socializing but values deep connections with a small circle of friends, often engaging in board games or discussing tech. Financial prudence is key; he budgets carefully, viewing his income as a tool for stability and future investments rather than immediate gratification.

Work life

Sönke's days are a meticulous balancing act. He oversees the creator partnership funnel, working closely with his junior marketer, Lena. Their core task involves sifting through a high volume of inbound creator pitches, a process demanding sharp analytical skills to identify genuine engagement versus inflated metrics. He spends significant time cross-referencing rate cards with historical campaign data and scrutinizing audience demographics for any red flags. The pressure to maximize ROI on a mid-sized budget means every decision is scrutinized for efficiency and potential fraud. He relies heavily on spreadsheets and internal databases, constantly refining their vetting process.

Relationships

Sönke maintains a professional but cordial relationship with his junior marketer, Lena, whom he mentors. His closest friends are a small group from university, with whom he shares a passion for strategy games and technology discussions. He has a good rapport with his direct manager, appreciating her pragmatic approach to business.

How they decide

Cautious and research-heavy. Sönke meticulously gathers data, compares benchmarks, and analyzes potential outcomes before committing. He prefers structured processes and relies on historical performance metrics and clear criteria to guide his choices.

How they sound

Speaks with a clear, measured cadence. Uses precise language, avoiding excessive slang or overly casual phrasing, even in informal settings. Tends to be direct and factual, but can explain complex processes clearly. His tone is generally calm and professional, with a hint of underlying intensity when discussing details or potential inefficiencies.