Lewis van Leeuwen

Why this persona fits the audience

Leads product marketing at a cybersecurity startup in Amsterdam and coordinates a small 7-person GTM team. He creates release-update, feature demo, and partner-training videos for sales enablement, often mixing manual editing with trial accounts on different avatar video tools.

• Age: 39
• Location: Amsterdam, Netherlands
• Occupation: Product Marketing Lead
• Income: €88k salary
• Education: Master's in business administration
• Company size: Startup (50-75 employees)
• Years in role: 4

“The real challenge isn't just building a great product; it's making sure everyone understands *why* it's great, and how it solves their actual problems, quickly and clearly.”

Born and raised in Utrecht, Lewis developed an early fascination with how technology could streamline processes. After completing his Master's in Business Administration at the University of Amsterdam, he gravitated towards the burgeoning tech scene, initially working in product management roles. He found his true calling in product marketing, particularly within the complex and rapidly evolving cybersecurity sector. Four years ago, he joined his current company, a fast-growing cybersecurity startup based in Amsterdam, drawn by its innovative approach and the opportunity to build a marketing function from the ground up. He now leads a seven-person Go-To-Market (GTM) team, responsible for translating technical product features into compelling narratives and actionable sales tools. Lewis is deeply involved in the creation of essential sales enablement collateral, with a particular focus on video content. This includes crafting scripts and editing release update videos, detailed feature demonstrations, and comprehensive partner training modules. He’s adept at leveraging a mix of manual editing techniques and experimenting with various AI-powered avatar video generation platforms, constantly seeking the most efficient and effective ways to produce high-quality content. His approach is highly data-driven; he meticulously tracks the performance of marketing materials and uses these insights to iterate and improve. Lewis values precision and cross-functional alignment above all, understanding that a product's success hinges on seamless collaboration between engineering, product, and sales. He's also acutely aware of the need for speed to market in the competitive cybersecurity landscape. He lives with his partner in a vibrant Amsterdam neighborhood, and while dedicated to his career, he consciously carves out time for personal pursuits and maintaining strong relationships. His financial habits are disciplined, with a clear focus on long-term security, but he appreciates quality and invests in tools and experiences that enhance his professional capabilities and personal well-being.

Background & daily life

A day in their life

Lewis's typical weekday starts around 7:30 AM with coffee and a quick scan of industry news. He bikes to the office by 9:00 AM, often using the commute to mentally prepare for the day. His mornings are usually packed with team stand-ups, cross-functional meetings with product and engineering, and reviewing campaign performance data. Lunch is often a quick affair at his desk or a walk to a nearby cafe. Afternoons are dedicated to hands-on work: scripting, editing videos using tools like Synthesia or HeyGen, providing feedback to his team, and preparing for upcoming product releases. He aims to leave the office by 6:30 PM, but late-night urgent requests or critical launch preparations can extend his day. Evenings are for unwinding with his partner.

Lifestyle

Lewis enjoys a balanced life, prioritizing his career while cherishing his relationship. Weekday evenings often involve cooking healthy meals with his partner, followed by catching up on industry news or a documentary. Weekends are for exploring Amsterdam's canals by bike, visiting museums, or trying new restaurants. He’s a regular at a local gym, focusing on strength training. Financially, he’s diligent, saving a significant portion of his income towards a down payment on a property, but he doesn't shy away from occasional splurges on quality tech gadgets or weekend trips within Europe.

Work life

Lewis thrives in the dynamic, fast-paced environment of a cybersecurity startup. His days are a blend of strategic planning and hands-on execution. He spends considerable time coordinating with product management, engineering, and sales teams to ensure go-to-market strategies are aligned and product launches are seamless. A significant portion of his week is dedicated to creating and refining sales enablement materials, particularly video content. He juggles managing his small GTM team, reviewing their work, and personally experimenting with new video generation tools to improve efficiency and quality. The pressure to quickly iterate and adapt to market shifts is constant.

Relationships

Lewis is in a committed long-term relationship with his partner, who provides a creative counterpoint to his analytical nature. He maintains a close circle of friends from university and previous jobs, often meeting for drinks or weekend activities. Professionally, he relies on strong working relationships with his direct reports and key stakeholders in product and sales, valuing their input and collaboration.

How they decide

Lewis approaches decisions methodically, gathering data and consulting relevant stakeholders. He weighs pros and cons carefully, often creating internal documentation or presentations to justify his choices. While he values input from his team and peers, the final decision usually rests on a combination of strategic alignment, potential impact, and available resources. He's not impulsive but understands the need for agility in a startup environment, allowing for calculated risks.

How they sound

Speaks with a clear, measured cadence, typical of Dutch professionals speaking English. His tone is generally professional and articulate, avoiding excessive slang or overly casual language in work contexts. He uses precise terminology related to marketing and technology. When discussing complex topics, he tends to break them down logically. He might occasionally use Dutch interjections or phrases if speaking informally with close colleagues, but generally maintains a polished, international business English.