Glenn van de Wal

Why this persona fits the audience

He leads growth for a 28-person startup in Amsterdam and uses an AI visibility platform already, mostly to compare his company with a handful of direct competitors in AI answers. He reviews the cited sources and logs changes in a Notion workspace with the rest of the marketing team.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: Growth Lead
• Income: €88k
• Education: Bachelor's degree
• Company size: 28
• Years in role: 3

“The real challenge isn't just seeing what the AI is saying, it's understanding *why* and then figuring out how to influence it consistently.”

Glenn van de Wal, 36, has carved out a niche for himself as a Growth Lead at a burgeoning B2B startup in Amsterdam. Holding a Bachelor's degree, his career trajectory has been marked by a consistent drive for measurable impact, particularly within the SaaS landscape. He thrives in environments where data dictates strategy, a trait honed through years of analyzing marketing funnels and optimizing conversion rates. His current role at a 28-person company places him at the forefront of adopting new technologies, especially those leveraging AI for competitive intelligence. Glenn's approach is deeply rooted in pragmatism; he believes in the power of tools but insists on understanding their underlying mechanics and outputs. He actively uses an AI visibility platform, not just for surface-level tracking, but to meticulously compare his company's standing against direct competitors within AI-generated answers. This involves a rigorous process of reviewing cited sources, identifying patterns, and meticulously logging these observations in a shared Notion workspace with his marketing colleagues. This dedication to detail stems from a core belief that sustainable growth is built on a foundation of accurate, actionable insights. Outside of work, Glenn is an avid cyclist, often using long rides to clear his head and strategize. He also keeps a keen eye on Dutch politics, appreciating the complexities and the need for informed decision-making. His financial habits are disciplined, reflecting a long-term perspective focused on security and future opportunities rather than immediate gratification. He values efficiency and speed, but only when coupled with demonstrable, data-backed outcomes. This blend of analytical rigor, hands-on tool utilization, and a grounded perspective shapes his professional identity and his approach to navigating the fast-paced world of B2B growth.

Background & daily life

A day in their life

Glenn's typical weekday starts around 7:00 AM with a quick check of overnight campaign performance metrics and industry news on his phone. After a light breakfast and a strong coffee, he cycles to the office, arriving by 8:30 AM. The morning is usually dedicated to focused work: analyzing data from their AI visibility platform, refining A/B tests for landing pages, or collaborating with a designer on new ad creatives. Lunch is often a quick affair at his desk or a brief walk. Afternoons involve team meetings, responding to emails, and planning upcoming growth experiments. He might spend an hour reviewing competitor AI search rankings and logging insights in Notion. He aims to leave the office by 6:00 PM, often followed by a cycle home or a quick stop at the gym before dinner.

Lifestyle

Glenn lives in a modern apartment in Amsterdam Noord with his partner, a graphic designer. Their routine is fairly structured, with early mornings often involving a quick cycle to the office or a home workout. Weekends are a mix of longer cycling trips through the Dutch countryside, exploring new cafes, and catching up on political discussions with friends. He's conscious about his health, favoring home-cooked meals and limiting processed foods. Financially, he's comfortable, saving consistently for future travel and potential property investment, but isn't prone to extravagant spending. Social life is important but managed; he prefers quality time with a close circle over large gatherings.

Work life

As Growth Lead at a 28-person B2B SaaS startup, Glenn's days are a constant juggle of strategy and execution. He's deeply involved in optimizing acquisition channels, analyzing campaign performance, and exploring new growth levers. His current focus is on understanding how AI search engines are impacting their brand visibility and competitor positioning. He spends significant time in their AI visibility platform, meticulously comparing their company's mentions against direct competitors, scrutinizing cited sources, and documenting findings in Notion for the marketing team. The pressure is on to demonstrate clear ROI and scalable growth, making every decision data-informed. Collaboration with sales and product teams is frequent, often involving quick syncs to align on messaging and identify market opportunities.

Relationships

Glenn maintains strong ties with his partner, who provides a grounding influence. His core group of friends, mostly met during university or through cycling clubs, engage in lively debates about tech and politics. Within the company, he has a collaborative relationship with the marketing team and a respectful, data-focused dynamic with the Head of Product. His direct manager, the CEO, values his analytical approach and drive for results.

How they decide

Glenn is a methodical researcher. He gathers data from multiple sources, weighs pros and cons carefully, and often seeks input from trusted colleagues before making a significant decision. He values evidence and logical reasoning, preferring to avoid impulsive choices, especially in professional contexts. He's willing to experiment but always with a plan for measurement and evaluation.

How they sound

Speaks clearly and precisely, with a moderate pace. Tends to use professional language but isn't overly formal. Avoids hyperbole and emotional appeals, preferring factual statements. Occasionally uses Dutch interjections like 'inderdaad' (indeed) or 'nou ja' (well) in more casual conversations. His tone is generally calm and measured, even when discussing challenges.