Rodrigo Zayas Castillo

Why this persona fits the audience

Owns a 6-person digital agency in Madrid, Spain specializing in influencer marketing. Currently uses free browser extensions and manual transcription to gather video transcripts and image metadata for client deliverables.

• Age: 42
• Location: Madrid, Spain
• Occupation: Agency Owner
• Income: $50,000 - $70,000
• Education: BA Business Administration
• Company size: 6
• Years in role: 10

“We build connections that matter, turning fleeting moments online into lasting value for our clients. It's about smart strategy and making every euro count.”

Rodrigo Zayas Castillo, a 42-year-old entrepreneur, is the driving force behind 'Conexión Digital', a thriving 6-person influencer marketing agency based in Madrid. Armed with a BA in Business Administration, Rodrigo founded the agency a decade ago, leveraging his innate understanding of market dynamics and his charismatic personality to build a strong client base. His journey began with a vision to bridge the gap between brands and authentic online voices, a mission he pursues with relentless energy. He operates with a strong sense of pragmatism, constantly seeking efficient ways to deliver high-impact campaigns while meticulously controlling agency budgets. This pragmatism is currently most evident in his agency's workflow: while they excel at strategy and creative execution, the technical backend of data extraction—transcribing videos and gathering image metadata—relies heavily on manual effort and free browser extensions. This is a deliberate, albeit increasingly strained, choice driven by budget sensitivity and a focus on core client-facing services. Rodrigo is deeply invested in his team's success and client satisfaction, viewing each project as a personal commitment. He navigates the complexities of the digital landscape with a blend of optimism and sharp business acumen, always looking for the next opportunity to innovate and grow, but always with an eye on the bottom line. His personal life is a carefully managed balance, ensuring he has energy for both his demanding career and his social connections, reflecting his value for both professional achievement and personal well-being.

Background & daily life

A day in their life

Rodrigo's typical weekday begins around 7:00 AM with a quick check of urgent emails and industry news over coffee. He arrives at the office by 9:00 AM, often leading a brief team huddle to discuss daily priorities. The morning is usually packed with client calls, reviewing campaign performance, and strategizing with his marketing specialists. Lunch is a quick affair, often at his desk or a nearby café. Afternoons are dedicated to project oversight, creative brainstorming, and tackling the most time-consuming tasks, like manually compiling video transcripts and image metadata for client reports. He often stays until 7:00 PM, ensuring all critical tasks are addressed before heading home.

Lifestyle

Rodrigo resides in a vibrant neighborhood in Madrid, enjoying the city's energetic pulse. He maintains a disciplined routine, balancing his demanding work schedule with personal well-being. Mornings often involve a brisk walk or a visit to a local café for a strong coffee and a quick scan of industry news. Evenings are typically spent with his team, strategizing, or unwinding with friends over tapas and wine. He values experiences over material possessions, occasionally splurging on travel or attending live events. Financial prudence is key; he meticulously tracks agency expenses and personal savings, aiming for steady growth and security.

Work life

As the owner of 'Conexión Digital', Rodrigo is deeply involved in every facet of the agency's operations. His days are a whirlwind of client calls, team meetings, campaign strategy sessions, and hands-on problem-solving. He prides himself on delivering exceptional results for his six-person team, which specializes in influencer marketing campaigns for local and national brands. The current bottleneck involves the tedious process of extracting data from client videos and social media posts. He and his team spend hours manually transcribing audio, identifying key visuals, and compiling metadata using free browser extensions and spreadsheets, a process he finds increasingly inefficient as client demands grow.

Relationships

Rodrigo is a central figure in his professional circle, known for his outgoing nature and ability to connect people. He maintains strong relationships with his team, fostering a collaborative and supportive environment. His network includes numerous local business owners, marketing professionals, and several key influencers he works with regularly. His family, though living outside Madrid, remains a source of support and occasional advice.

How they decide

Rodrigo is a pragmatic decision-maker, heavily influenced by tangible results and cost-effectiveness. He researches options thoroughly, often seeking input from his team or trusted peers before committing. While he values innovation, he prioritizes solutions that offer a clear return on investment and integrate smoothly into existing processes. He's not afraid to try new things but prefers a measured approach, especially when it involves significant financial outlay.

How they sound

Speaks with a warm, energetic tone, often using Spanish colloquialisms mixed with professional marketing jargon. His cadence is generally upbeat and persuasive, but can become more direct when discussing operational challenges. He tends to avoid overly technical language unless explaining a specific concept, preferring clear, actionable communication. He might use phrases like '¡Vamos!', 'a ver', or 'oye' naturally in conversation.