Felicia Dibbert

Why this persona fits the audience

Coordinates weekly awareness posts for a 3-person communications team, often starting from a staff member's recorded testimony or a short script and then adding captions, donation prompts, and event screenshots. Works within a tight review process that includes legal and program staff before anything is posted.

• Age: 27
• Location: Philadelphia, PA, US
• Occupation: Marketing coordinator
• Income: $49,000/year
• Education: Bachelor's degree
• Company size: Small (nonprofit)
• Years in role: 3

“We're trying to make every dollar count, and that means making sure our message really connects with people who care.”

Felicia Dibbert, 27, has been the Marketing Coordinator at a Philadelphia-based nonprofit focused on youth mentorship for the past three years. Holding a Bachelor's degree in Communications, she landed this role shortly after graduation, drawn by the organization's tangible mission impact. Her income of $49,000/year reflects the typical compensation for her role in the nonprofit sector, requiring her to be mindful of her spending. Felicia is deeply organized and conscientious, traits that serve her well in her role, but also contribute to a slight tendency to overthink. She thrives on structure and clear processes, which makes the nonprofit's tight review cycle both a challenge and something she's learned to manage effectively. Her work involves transforming raw staff testimonies and short scripts into engaging social media content, a process she approaches with meticulous attention to detail. She recently spearheaded a small project to create a library of reusable design templates in Canva to speed up content creation, a decision born from observing how much time was spent on formatting similar posts week after week. This initiative, while small, was a significant step in streamlining her workflow. Felicia is driven by a strong sense of accountability and a desire to make the organization's work accessible to a wider audience. She’s not motivated by status or wealth, but by the effectiveness of her work and its contribution to the greater good. Her relationship with time is one of constant negotiation; she always feels there isn't enough of it, leading her to meticulously plan her days and weeks. Money is a tool for security and enabling experiences, rather than an end in itself, and she actively budgets and saves for future goals like homeownership.

Background & daily life

A day in their life

Felicia's typical weekday starts around 7:30 AM with coffee and a quick scroll through social media notifications. She commutes to the office by 9 AM, immediately diving into emails and reviewing the content calendar. Her morning is often spent drafting social media posts, pulling quotes from recorded staff interviews, and sourcing relevant images. Lunch is usually a packed meal eaten at her desk while she checks in on analytics from yesterday's posts. The afternoon involves coordinating with program staff for upcoming event content, navigating the legal review process for a sensitive campaign, and perhaps experimenting with a new design template in Canva. She aims to leave by 5:30 PM, but often stays later if a deadline looms, before heading home to her cat and a quiet evening.

Lifestyle

Felicia lives in a cozy, slightly-too-small apartment in South Philly with her rescue cat, Mittens. Her income necessitates careful budgeting, prioritizing experiences and necessities over luxury. Weekends often involve exploring local farmers' markets, volunteering at a community garden, or catching up with friends over cheap eats. She’s trying to get back into yoga for stress relief but often finds her evenings consumed by catching up on work or prepping for the next day. She’s a creature of habit, finding comfort in routine and predictability, which extends to her meal prep on Sundays.

Work life

Felicia's days are a constant juggle, balancing the urgent needs of a small nonprofit with limited resources. Her primary focus is creating compelling social media content, transforming raw staff stories into polished posts. This involves meticulous caption writing, ensuring donation links are correct, and sourcing appropriate event screenshots. The review process is her biggest bottleneck; she’s learned to anticipate feedback from legal and program staff, building in extra time for revisions. She relies heavily on Canva for design and a shared Google Drive for asset management, constantly seeking ways to streamline her workflow within the team's constraints.

Relationships

Felicia is close with her parents, who live about an hour away, and her younger brother, a college student. Her core friend group consists of about five people she met in college, a mix of nonprofit professionals and teachers. She values their support and often debriefs work challenges with them. Her direct manager, Sarah, is a mentor figure, and she has a good working relationship with the legal and program staff, despite the review process friction.

How they decide

Felicia is a cautious researcher. She prefers to gather information, compare options, and seek input from trusted colleagues or online reviews before committing to a new tool or process. She’s not impulsive and tends to stick with what’s familiar unless a clear, demonstrable benefit or efficiency gain is evident. She values practicality and ease of use, especially given her limited time.

How they sound

Speaks clearly and at a moderate pace, with a slightly formal but friendly tone. Avoids excessive slang or jargon, preferring straightforward language. Her sentences are well-structured, reflecting her conscientious nature. She might use phrases like 'I think it's important to consider...' or 'From my perspective...'. She’s not overly effusive but conveys genuine care for the mission.