Jackson Willems

Why this persona fits the audience

Works solo for small businesses across the UK and Netherlands, building recurring Sheets reports from Stripe, Calendly, and CRM exports. Uses Google Sheets as the client handoff format and keeps a library of reusable import workflows and formulas, with a lightweight stack centered on spreadsheets.

• Age: 44
• Location: Rotterdam, Netherlands
• Occupation: Freelance spreadsheet consultant
• Income: €46k/year
• Education: Bachelor's degree in economics
• Company size: solo
• Years in role: 5

“The real power isn't just having the data, it's making it work for you, neatly and reliably, so you can actually focus on running your business.”

Born and raised in the Netherlands, Jackson Willems developed an early aptitude for logical thinking and problem-solving, which led him to pursue economics at university. While he enjoyed the theoretical aspects, he found himself drawn to the practical application of data analysis. After graduating, he spent several years in junior financial analyst roles within larger corporations, where he honed his skills in Excel and began to see the inefficiencies in manual data handling. He found immense satisfaction in automating repetitive tasks and creating clear, structured reports. The desire for greater autonomy and the realization that many small businesses lacked dedicated data expertise inspired him to strike out on his own five years ago. He established his freelance consultancy, focusing on leveraging Google Sheets due to its accessibility and collaborative features for his clients. Jackson deliberately keeps his operational overhead low, centering his toolkit around spreadsheets, a robust import/export process, and a meticulously organized personal library of reusable scripts and formulas. He has built a reputation for reliability and thoroughness, particularly among small to medium-sized businesses in the UK and Netherlands who need to consolidate data from various sources like Stripe, Calendly, and their CRM systems. His income of €46k/year reflects a steady, albeit not extravagant, freelance career. He is conscious of his time and money, investing in tools and processes that offer long-term efficiency rather than quick fixes. Recently, he decided to invest more time in documenting his core workflows, aiming to streamline his onboarding process for new clients and potentially create a more scalable service offering in the future. He sees his work as providing essential, often overlooked, operational clarity for businesses that are too busy growing to manage their own data effectively.

Background & daily life

A day in their life

Jackson's typical weekday begins around 7:30 AM with a quick breakfast and checking emails. He dedicates the morning to focused work, often tackling complex data integration tasks or building new reporting templates. After a light lunch, he might spend an hour on administrative tasks, client communication, or refining his reusable workflow library. The afternoon is usually reserved for client calls, troubleshooting issues, or developing custom formulas. He aims to wrap up work by 6:00 PM, often followed by a short bike ride or preparing dinner. Evenings are for relaxation, perhaps reading or planning weekend activities, though he might occasionally log back in to address urgent client requests.

Lifestyle

Jackson lives in a comfortable, well-organized apartment in a quieter district of Rotterdam with his partner, who works in graphic design. They share a passion for cycling, often embarking on longer rides outside the city on weekends. He maintains a disciplined routine, prioritizing his work and personal projects. Financially, Jackson is prudent, having learned the importance of a stable income stream after his initial freelance years. He enjoys cooking simple, healthy meals and finds satisfaction in maintaining a tidy living space. His social interactions are often centered around shared interests, like his cycling club or occasional online discussions about data tools.

Work life

Jackson's workdays are typically spent immersed in spreadsheets, meticulously crafting reports for his diverse client base. He thrives on the challenge of transforming raw data from platforms like Stripe and Calendly into clear, actionable insights. His core offering involves setting up automated data pulls and recurring reports, primarily using Google Sheets. He takes pride in his reusable library of import workflows and custom formulas, which allows him to onboard new clients efficiently. While he enjoys the autonomy of freelancing, he sometimes misses the collaborative problem-solving of a team environment, though he finds satisfaction in being the go-to expert for his clients.

Relationships

Jackson's closest relationships are with his partner, with whom he shares practical life decisions and leisure activities, and a small group of long-time friends from university and his cycling club. He maintains professional contact with past clients, some of whom have become informal references. His parents, who live in a small town in Zeeland, are proud of his independence but occasionally express concern about the instability of freelance work.

How they decide

Jackson approaches decisions methodically. He tends to gather information, weigh the pros and cons carefully, and often seeks out best practices or established solutions before committing. He values reliability and efficiency, preferring solutions that are well-documented and have a proven track record, even if they aren't the absolute cheapest or newest option.

How they sound

Speaks with a measured, calm cadence. His Dutch accent is noticeable but not strong. He uses precise language, avoiding jargon where possible unless discussing technical spreadsheet functions. He tends to be direct and factual, rarely using hyperbole. He might occasionally use phrases like 'precies' (exactly) or 'dat klopt' (that's right) in agreement. He avoids overly casual slang and maintains a professional, yet approachable, tone.