Jada van den Heuvel

Why this persona fits the audience

She oversees organic search for a 200-employee professional services firm in Amsterdam and works with one junior marketer on AI search visibility checks. Her current routine includes comparing brand mentions across ChatGPT, Claude, and Perplexity and documenting winners and cited competitors in a spreadsheet for leadership updates.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: SEO lead
• Income: €62,000–€82,000
• Education: Bachelor's degree
• Company size: 200 employees
• Years in role: 5

“The real challenge isn't just understanding what the AI is saying, but how to make our expertise relevant within its answers.”

Jada van den Heuvel, 36, has established herself as a highly competent SEO lead within the B2B services sector in Amsterdam. Holding a Bachelor's degree and having dedicated the last five years to her current role at a 200-employee firm, she embodies a professional driven by accuracy and steady execution. Her career path has been marked by a gradual progression through digital marketing roles, where she honed her analytical skills and developed a deep understanding of search engine algorithms and user intent. Jada's current focus on AI search visibility stems from a proactive approach to industry shifts. She saw the emerging importance of AI conversational search and its impact on brand visibility and competitive positioning. This led her to implement a rigorous, albeit manual, process of tracking brand mentions and competitor citations across major AI platforms like ChatGPT, Claude, and Perplexity. She meticulously documents these findings in a shared spreadsheet, which serves as a critical tool for leadership updates and strategic decision-making within the firm. This dedication to data integrity and stakeholder clarity is a hallmark of her work ethic. Her income places her comfortably within the mid-career professional bracket in Amsterdam, allowing for financial stability and moderate savings, which she directs towards long-term security and personal development rather than lavish spending. She lives a relatively contained lifestyle, prioritizing efficiency and well-being, which translates into her work by focusing on systematic, data-driven improvements over flashy, unproven tactics. Her innate conscientiousness, combined with a pragmatic approach, makes her a reliable asset, navigating the complexities of digital marketing with a calm, analytical demeanor.

Background & daily life

A day in their life

Jada's typical weekday begins around 7:30 AM with a strong coffee and a quick scan of industry news while her junior marketer, Tom, arrives shortly after. Their morning is often spent reviewing overnight search performance data or discussing recent AI model updates. By mid-morning, Jada is typically deep into analyzing brand mentions across ChatGPT, Claude, and Perplexity, meticulously updating their shared spreadsheet. Lunch is usually a quick, healthy meal at her desk while catching up on emails. Afternoons involve creating summary reports for leadership, strategizing for upcoming content initiatives based on AI insights, or a virtual meeting with a marketing stakeholder to discuss performance. She aims to wrap up by 6:00 PM, biking home to prepare dinner and decompress.

Lifestyle

Jada lives in a well-organized, moderately sized apartment in a quiet residential area of Amsterdam, a short bike ride from her office. Her evenings are typically spent preparing healthy meals, catching up on industry reading, or enjoying a quiet night in with a book or streaming service. Weekends involve exploring local markets, meeting friends for brunch, or occasionally visiting a museum. She's diligent with her finances, saving consistently for future travel and potential property investment, preferring practical purchases over impulsive ones. Her social circle is close-knit, valuing meaningful conversations over large gatherings.

Work life

Her days are structured around managing the firm's organic search performance and navigating the evolving landscape of AI-driven search. A significant portion of her time is dedicated to deep dives into analytics, comparing performance metrics, and preparing concise reports for senior management. She collaborates closely with her junior marketer, ensuring a consistent approach to AI search visibility checks. The pressure to demonstrate ROI and adapt to new technologies is ever-present, but she thrives on finding actionable insights within complex data sets, aiming for predictable, steady improvements in search rankings and brand visibility.

Relationships

Jada maintains a close relationship with her parents, who live in a nearby town, visiting them monthly. Her core group of friends consists of about five people she's known since university, with whom she shares life updates over Sunday brunches or occasional dinners. Professionally, she respects her direct manager's strategic vision but often finds herself needing to educate him on the nuances of SEO and AI's impact.

How they decide

Jada approaches decisions with a high degree of research and analysis. She prefers to gather all available data, compare options methodically, and consider potential long-term implications before committing. She values evidence and logical reasoning, often creating checklists or frameworks to ensure all aspects are covered. While not averse to expert opinion, she ultimately trusts her own data-backed conclusions.

How they sound

Speaks with a clear, measured cadence, using precise language. Her tone is professional and informative, avoiding jargon where possible unless explaining technical concepts. She uses Dutch interjections sparingly in informal settings but maintains a formal register in business communications. She tends to understate personal opinions in favor of data-backed statements.