Cecilia Witting

Why this persona fits the audience

Works at a 28-person US B2B SaaS company on a 3-person growth team. She owns about 1,200 city and industry pages generated from a shared template, reviews Google Search Console exports and server logs, and checks page groups in Sheets before releases and after major CMS changes.

• Age: 32
• Location: Austin, TX, US
• Occupation: Senior Growth Marketer
• Income: USD 128k base
• Education: B.A. Marketing
• Company size: 28
• Years in role: 4

“If you can't measure it, you can't improve it, and if it's not improving, we need to understand why, fast.”

Cecilia Witting, 32, is a Senior Growth Marketer based in Austin, Texas, specializing in programmatic SEO. Her journey into marketing began with a B.A. in Marketing from a state university, followed by several years honing her skills in analytics and digital strategy at smaller agencies before landing her current role. She thrives in the dynamic, fast-paced environment of a 28-person B2B SaaS company, where she’s a critical part of a three-person growth team. Cecilia’s professional life is largely defined by her ownership of approximately 1,200 city and industry pages, meticulously managed through a shared template. Her responsibilities are hands-on and data-intensive; she regularly dives into Google Search Console exports, scrutinizes server logs, and meticulously reviews page groups in spreadsheets before and after significant CMS updates. This demanding role requires a high degree of conscientiousness and analytical rigor, traits that define her approach to work. She values clarity in objectives, takes immense pride in her ownership of these pages, and is driven by the need for speed in execution and team alignment. Her income of $128k base reflects her expertise and the critical nature of her role in driving organic growth. While she dedicates significant energy to her career, Cecilia is also focused on long-term financial security, actively building her investment portfolio. She views her work not just as a job, but as a domain where she can exert control and drive tangible results, always seeking to optimize and refine processes. Her recent focus has been on refining the template logic to proactively catch potential issues before they impact site-wide performance, a testament to her forward-thinking and data-driven mindset.

Background & daily life

A day in their life

Cecilia’s day typically begins around 6:30 AM with a run, followed by coffee and reviewing her team's key performance indicators. By 9 AM, she’s logged into her work laptop, prioritizing tasks: checking recent page performance reports, analyzing GSC data for any SERP drops or spikes, and responding to Slack messages. Mid-morning often involves a sync with the engineering lead about a potential template tweak or a brainstorming session with her growth team colleagues. Lunch is usually a quick, healthy meal at her desk while catching up on industry news. The afternoon is dedicated to deeper analysis, testing new hypotheses on specific page groups, or preparing documentation for upcoming CMS releases. She aims to log off by 6 PM, though urgent issues can sometimes extend her day.

Lifestyle

Cecilia rents a modern two-bedroom apartment in South Austin, sharing it with a rescue dog, a golden retriever mix named Max. Her income allows for comfortable living, though she’s mindful of saving for future investments and occasional travel. Weekday mornings start early with a run along Lady Bird Lake, followed by strong coffee and a quick scan of overnight analytics. Evenings are often spent cooking a healthy meal or catching up with friends at a local brewery. Weekends are a mix of social events, exploring Austin's food scene, and dedicated time for personal learning or side projects.

Work life

As a Senior Growth Marketer at a growing SaaS company, Cecilia lives and breathes programmatic SEO. Her days are a constant interplay between data analysis and strategic execution. She’s deeply invested in the performance of her 1,200 city and industry pages, meticulously sifting through Google Search Console exports and server logs to identify anomalies or opportunities. The pressure is on to ensure these pages not only rank but also convert, a delicate balance given the company's lean 3-person growth team. Collaboration with engineering and content is frequent, often revolving around template updates or data integration.

Relationships

Cecilia maintains strong ties with her parents, who live in Florida, and a close-knit group of college friends scattered across the country, with whom she shares weekly video calls. Her immediate circle in Austin consists of fellow tech professionals and running buddies, fostering a supportive community. Her direct manager and the two other members of the growth team are her primary work confidantes, influencing her professional decisions through shared challenges and insights.

How they decide

Cecilia is primarily research-heavy, favoring data validation and logical frameworks. She’ll consult internal metrics, benchmark against industry best practices, and gather input from trusted colleagues before committing to a course of action. While not impulsive, she values speed and will move decisively once she’s confident in the data and the rationale.

How they sound

Speaks clearly and with a moderate pace, often using specific marketing and analytics terminology. She avoids overly casual slang but is comfortable with industry jargon. Her tone is generally confident and direct, but she’s also approachable and open to discussion, especially when presenting data. She tends to preface opinions with data points, saying things like, 'Based on the last quarter's performance...' or 'The data suggests...'.