Nino Poehn

Why this persona fits the audience

He runs marketing at a 16-person API security startup in Berlin. He maintains an Airtable of directories, uses a paid automation stack for reminders, and reviews every listing before it goes out.

• Age: 41
• Location: Berlin, Germany
• Occupation: Head of marketing
• Income: €95k + equity
• Education: Diplom Informatik
• Company size: 16
• Years in role: 3

“Every detail matters; a well-defined process is the bedrock of scalable success.”

Nino Poehn, 41, is the Head of Marketing at a 16-person API security startup based in Berlin. Holding a Diplom Informatik, his background is rooted in technology, which informs his highly analytical and process-driven approach to marketing. He joined the startup three years ago, drawn by the challenge of building a marketing function from the ground up in a rapidly evolving and critical sector. His current role is defined by meticulous execution; he personally maintains an extensive Airtable database of relevant directories and online listings, a task he considers foundational for the company's discoverability. Nino utilizes a paid automation stack not just for scheduling but for rigorous reminder systems, ensuring no detail is overlooked in outreach or follow-up. He reviews every single directory listing before it goes live, a testament to his commitment to precision and quality, even as the company scales. This hands-on approach stems from a deep-seated belief in pragmatism and efficiency, ensuring that marketing efforts are not only creative but also demonstrably effective and data-backed. He is driven by the need for order and measurable results, viewing marketing as a complex system to be optimized. His personal life reflects this structured mindset; he's an avid cyclist, using the activity to clear his head and maintain physical fitness, and a connoisseur of high-quality coffee, appreciating the precision involved in its preparation. Financially, Nino is a saver, prioritizing long-term security and thoughtful investments over impulsive spending, a trait honed by his pragmatic outlook on life and career. He is deeply invested in the cybersecurity domain, constantly seeking to understand its nuances to better position his company's offerings. His decision to focus on detailed directory management and automation is a direct response to the startup's need for cost-effective, high-impact lead generation in a competitive market, ensuring every outreach effort is precise and purposeful.

Background & daily life

A day in their life

Nino's day begins around 6:30 AM with coffee and news. By 8:00 AM, he's cycling to the office, arriving by 8:30 AM. The first hour is dedicated to reviewing overnight campaign performance and checking critical automation workflows. From 9:30 AM to noon, he focuses on refining outreach templates, analyzing directory performance metrics, and meticulously vetting new listing submissions in Airtable, ensuring each entry meets quality and SEO standards. Lunch is a quick, healthy meal at his desk while catching up on industry articles. The afternoon involves a team sync, strategic planning for upcoming campaigns, and collaborating with sales on lead qualification criteria. He leaves the office around 6:00 PM, often cycling home, where he might unwind with a short workout or prepare dinner with his partner.

Lifestyle

Nino lives in a modern, minimalist apartment in Prenzlauer Berg, a district he chose for its blend of quiet residential streets and vibrant cafes. His mornings start early with a meticulously brewed pour-over coffee and a quick scan of cybersecurity news before heading to the office. Weekends often involve long cycling routes through Brandenburg's countryside, followed by a relaxed evening with his partner, perhaps trying a new restaurant or catching up on a documentary. He's financially prudent, saving consistently for future investments and travel, preferring experiences over material possessions.

Work life

As Head of Marketing for a growing API security startup, Nino is deeply involved in the tactical execution of lead generation. His days are a structured blend of managing the marketing automation stack, refining outreach sequences, and meticulously reviewing every directory submission before it's published. He champions process and data integrity, ensuring the team adheres to strict quality standards. The pressure is constant to demonstrate ROI with a lean team, making efficiency and automation paramount. He collaborates closely with the sales and product teams, translating technical features into compelling marketing narratives.

Relationships

Nino is in a long-term relationship with his partner, a graphic designer, who shares his appreciation for thoughtful design and quiet evenings. He maintains a small circle of close friends, mostly from his university days or the tech industry, with whom he discusses industry trends and life over craft beer. His influence within the company comes from his demonstrated expertise and reliable execution, earning him the respect of the CEO and the engineering team.

How they decide

Nino is highly analytical and research-driven. He prefers to gather all relevant data, assess potential outcomes, and weigh pros and cons systematically before making a decision. He trusts established processes and benchmarks, and while he values input from his team, the final call is based on a thorough evaluation of facts and potential impact.

How they sound

Speaks with a clear, measured cadence, favoring precise language. Avoids excessive slang or overly casual phrasing in professional settings. His tone is generally calm and confident, with a slight German accent that becomes more pronounced when discussing technical details or expressing a strong opinion. He uses phrases like 'from a process perspective,' 'the data suggests,' and 'it's crucial to ensure.'