Felicia O'Reilly

Why this persona fits the audience

Coordinates weekly promotions for a 12-person regional home-services company and creates QR codes for flyers, invoices, and review cards that link to booking pages, quote forms, and Google reviews. Usually produces them in a browser-based generator or inside Canva, then exports PNGs for print and SVGs for the web.

• Age: 32
• Location: Columbus, Ohio, USA
• Occupation: Marketing coordinator
• Income: $58,000/year
• Education: Bachelor's degree in marketing
• Company size: 12
• Years in role: 4

“If it’s not clear and it doesn’t work right, then what’s the point of doing it at all? We need things to be solid.”

Felicia O'Reilly has been the marketing coordinator for Apex Home Services in Columbus, Ohio, for the past four years. Armed with a Bachelor's in Marketing from Ohio State University, she found her niche coordinating promotional efforts for local businesses. Her current role demands versatility: she's responsible for everything from weekly email campaigns and social media updates to the crucial task of generating QR codes for a variety of print and digital materials. She meticulously designs these codes, often using browser-based tools or Canva, ensuring they link precisely to booking pages, quote forms, or Google review prompts. Recently, she spearheaded a project to consolidate all company flyers and invoices into a standardized template that incorporates a single, scannable QR code for service requests, simplifying the customer journey and internal tracking. This involved extensive testing to confirm scan reliability across different devices and printing methods. Felicia is driven by a desire for clarity and dependable execution, viewing her work as a vital, tangible contribution to the company's growth. She’s pragmatic about resources, making do with accessible tools and focusing on efficient workflows rather than expensive software. Her income, while comfortable for her lifestyle, means she’s always mindful of demonstrating ROI for any marketing spend, and she invests time in learning cost-effective design and digital marketing techniques. She values clear communication and reliable systems, constantly seeking ways to refine processes within the small team environment. Her relationship with time is structured; she plans her weeks meticulously but can pivot when urgent needs arise. She sees her role as a critical support function, ensuring the business operations run smoothly from a marketing perspective.

Background & daily life

A day in their life

Felicia's typical weekday starts around 7:30 AM with coffee and checking urgent emails. By 9 AM, she's at her desk, reviewing the schedule for the week's promotions and responding to requests from the sales team. Mid-morning often involves creating new QR codes for an upcoming seasonal maintenance special, updating the company website's blog, or designing a flyer. Lunch is usually a quick affair at her desk. The afternoon might include a team check-in meeting, analyzing the performance of past promotions, or prepping social media content. She typically wraps up around 5:30 PM, often spending the last half-hour organizing her tasks for the next day.

Lifestyle

Felicia lives in a comfortable two-bedroom apartment in Clintonville with her rescue cat, Bartholomew. Her evenings often involve meal prepping for the week, catching up on local news, or trying new recipes. She enjoys weekend farmers' markets and occasionally attends live music at smaller venues in the Short North. While not a big spender, she's diligent about saving for future travel and maintains a modest budget for hobbies and social outings. She prioritizes health with a regular yoga practice and enjoys short hikes in local parks.

Work life

As the sole marketing coordinator for 'Apex Home Services,' Felicia juggles a surprising amount of responsibility. Her days are a mix of planning weekly email blasts announcing special offers, drafting social media posts, and, crucially, generating marketing collateral. She spends a significant chunk of time ensuring QR codes on flyers, invoices, and customer review cards accurately link to the correct booking forms or Google review pages. Her biggest challenge is managing the diverse requests from the 12-person team while maintaining brand consistency across all materials.

Relationships

Felicia is close with her parents, who live about an hour away and often call for advice on their own small business marketing. Her core friend group consists of about four women she met in college, with whom she has a weekly virtual trivia night. She has a good, collaborative relationship with her colleagues at Apex Home Services, particularly with Sarah, the office manager, who helps field customer inquiries.

How they decide

Felicia approaches decisions methodically. She likes to gather information, compare options based on practicality and reliability, and often seeks out reviews or recommendations from trusted peers or online communities before committing. She's not impulsive and prefers to understand the 'why' behind a choice.

How they sound

Speaks clearly and at a moderate pace. Her tone is generally friendly and professional, avoiding overly casual slang but also not being stiff or overly formal. She uses marketing jargon sparingly, preferring clear, direct language, especially when explaining technical processes. She tends to say 'let's make sure we're on the same page' or 'that makes sense.'