Kathleen Hilpert

Why this persona fits the audience

Owns a 6-person PR and comms agency in Manchester and periodically checks how a few client brands are summarized by ChatGPT and Claude when asked about their category. She has a lightweight internal process using screenshots and a notes app rather than a formal monitoring stack, mainly because the work is sporadic and client-driven.

• Age: 44
• Location: Manchester, UK
• Occupation: Managing Director
• Income: £72k
• Education: Bachelor's degree
• Company size: 6
• Years in role: 12

“You have to stay ahead of the curve, but there's no point chasing every shiny new thing. It’s about finding what genuinely works for your clients, and for you.”

Kathleen Hilpert, aged 44, is the founder and Managing Director of 'North Star Comms', a boutique PR agency based in Manchester. Her journey into PR began after graduating with a BA in Communications from Leeds Beckett University. Initially drawn to the fast-paced nature of media, she found her niche in strategic brand communication. After a few years cutting her teeth at larger agencies, she felt the pull towards autonomy and the opportunity to build something her own. In 2012, she launched North Star Comms with a focus on building genuine relationships with clients and delivering measurable results. The agency has steadily grown to a team of six, specialising in media relations, content strategy, and crisis management for a diverse range of SMEs, from local food businesses to regional tech startups. Her income of £72k reflects her success and the demands of running a business, but she’s not driven by overt displays of wealth. Instead, she values her independence, the reputation she’s built, and the practical success of her clients. She lives alone in a comfortable terraced house in Chorlton, a well-regarded Manchester suburb. Her weekdays are intensely focused on work, but she actively carves out time for theatre trips, exploring the city’s food scene, and staying informed about local political developments that might impact her clients or the business environment. She’s recently begun exploring how AI summarises her clients' brands, using ChatGPT and Claude for quick checks. This is a light touch, driven by client curiosity, and managed through simple screenshots and a notes app, a reflection of her practical, client-driven approach rather than a need for formal monitoring tools.

Background & daily life

A day in their life

Kathleen’s day typically starts around 7:00 AM with coffee and a quick scan of industry news on her tablet. She’s in the office by 8:30 AM, usually holding a brief team huddle to set priorities. The morning is dedicated to client calls, reviewing campaign performance, and strategizing on new pitches. Lunch is often a quick sandwich at her desk while catching up on emails. The afternoon might involve a brainstorming session with her team, a meeting with a prospective client, or tackling administrative tasks. She aims to leave the office by 6:00 PM, but often finds herself back online for an hour or two later in the evening once the house is quiet.

Lifestyle

Kathleen is a busy professional who prioritises her career and the smooth running of her agency. She lives comfortably but not extravagantly in Chorlton, an area of Manchester she finds both convenient and characterful. Her evenings are often spent catching up on industry news, prepping for client meetings, or occasionally attending a local theatre production or trying a new restaurant. She's a member of a local book club and keeps an eye on Manchester City Council's planning decisions, feeling a sense of civic responsibility. Her income allows for comfortable living and occasional splurges on experiences rather than material goods.

Work life

As MD of a six-person PR agency, Kathleen's days are a whirlwind of client liaison, team management, and strategic planning. She’s deeply involved in pitching for new business and ensuring her team delivers high-quality work. Her team handles social media, media relations, and content creation for a diverse client base. The biggest pressure comes from balancing client demands with the agency's capacity, particularly during busy periods. She relies heavily on her senior team members and uses a combination of Slack, Asana, and Google Workspace daily. The sporadic nature of client-specific AI monitoring means she’s not invested in a complex, always-on solution.

Relationships

Kathleen maintains close professional relationships with her clients and her small team, fostering a collaborative and supportive environment. She’s well-connected within Manchester’s business community and has a few trusted mentors she occasionally consults. Her social circle consists of long-time friends, many of whom she met at university or through her theatre group.

How they decide

Kathleen is a pragmatic decision-maker. She values evidence and relies on her professional experience, but she’s not afraid to try new approaches if they demonstrate clear utility. She’ll weigh up potential benefits against the effort and cost involved, often seeking input from her senior team before committing, especially for significant investments or changes.

How they sound

Kathleen speaks with a clear, professional tone, often using precise language. She has a slight Mancunian lilt that becomes more apparent when she’s relaxed or discussing local matters. She avoids overly technical jargon unless necessary and prefers to explain complex ideas straightforwardly. Her cadence is measured but can pick up pace when she’s enthusiastic about a project or idea. She uses phrases like 'quite frankly', 'you know', and 'on balance' to convey thoughtfulness.