Shelley Wehner-Von

Why this persona fits the audience

Manages reporting for a 7-person performance agency in London, consolidating Meta Ads, Google Ads, Shopify, and GA4 metrics into client-facing Sheets tabs. Works with a paid analytics stack already in place, including Supermetrics on two accounts, and updates shared templates for account teams.

• Age: 34
• Location: London, UK
• Occupation: Agency account manager
• Income: £52k/year
• Education: Bachelor's degree in business
• Company size: 7
• Years in role: 4

“It's all about making the complex data tell a clear, compelling story for the client – that's where the real value lies.”

Shelley Wehner-Von, 34, has carved out a niche for herself as a dedicated Agency Account Manager in London's competitive digital marketing landscape. Holding a Bachelor's degree in Business, she gravitated towards performance marketing early in her career, drawn by the tangible results and data-driven nature of the field. She joined her current agency, a lean operation of seven professionals, four years ago, quickly establishing herself as the go-to person for client reporting. Her role is critical: she's the architect behind the client-facing dashboards, meticulously pulling and consolidating metrics from Meta Ads, Google Ads, Shopify, and GA4 into digestible Google Sheets tabs. Shelley operates within a pre-defined analytics stack, leveraging tools like Supermetrics on two of their primary accounts to streamline data ingestion. She views her role not just as data aggregation, but as a crucial communication bridge, translating raw numbers into actionable insights that demonstrate the agency's value. This requires a constant effort to maintain polish and accuracy, ensuring every report reflects the agency's commitment to quality. She recently championed the adoption of a new GA4 reporting template across the team, a decision driven by the need for more granular user behaviour insights and a desire to standardize their approach to the platform's evolving capabilities. Shelley is conscious of her income, which allows for a comfortable but not extravagant lifestyle in London, and she's actively saving for future financial goals, like a property deposit. She balances her demanding work life with a vibrant social calendar and a keen interest in the arts, seeing these as essential for maintaining perspective and preventing burnout. Her approach to work is deeply rooted in conscientiousness and a desire for efficiency, always looking for ways to refine processes without sacrificing the integrity of the data or the clarity of the narrative.

Background & daily life

A day in their life

Shelley's typical weekday begins around 7:30 AM with a quick check of urgent emails and Slack messages before her commute to the agency's coworking space. Her morning is dedicated to pulling and consolidating data for key client reports, often using Supermetrics to pull Meta and Google Ads data into Sheets. She'll spend an hour or so refining charts and adding commentary, ensuring the 'polish' her clients expect. Lunch is usually a quick salad at her desk while reviewing performance metrics. The afternoon involves client calls, collaborating with the paid media team on campaign insights, and updating shared reporting templates. She aims to leave by 6:30 PM, often heading to a networking event or meeting friends.

Lifestyle

Shelley lives a structured but social life in London. Her weekdays are packed with work, often followed by a quick gym session or meeting friends for a drink near her Clapham flat. Weekends are a mix of catching up on sleep, exploring new theatre productions, visiting galleries, and occasionally working on personal projects or catching up on industry reading. She's mindful of her budget, balancing social spending with saving for future travel, perhaps a trip to Japan. She values her independence and enjoys the convenience of city living, though she sometimes dreams of a quieter pace.

Work life

As an account manager at a small performance agency, Shelley is the linchpin for client reporting. Her days are a constant juggle between pulling data from Meta Ads, Google Ads, Shopify, and GA4, then meticulously consolidating it into client-ready Google Sheets. She relies heavily on their existing analytics stack, particularly Supermetrics for two key accounts, to automate as much as possible. Her primary focus is ensuring the reports are not just accurate but also polished and insightful, reflecting the agency's professionalism. She spends a significant portion of her time updating shared reporting templates to maintain consistency across the 7-person team, often collaborating with the paid media specialists to ensure the data tells a clear story.

Relationships

Shelley maintains strong professional relationships with her colleagues, valuing their collaborative spirit. Her close friends, many met through university or previous jobs, are a vital support system, often meeting up for casual dinners or weekend brunches. She has a good rapport with her clients, built on trust and consistent delivery. Her parents, who live in the countryside, are a source of encouragement, though they don't fully grasp the nuances of her digital marketing world.

How they decide

Shelley is a methodical decision-maker. She weighs options carefully, researches alternatives, and often seeks input from trusted colleagues before committing. She values practicality and evidence, preferring solutions that demonstrably improve efficiency or accuracy. While not overly cautious, she avoids impulsive choices, especially when they involve new tools or significant changes to established processes.

How they sound

Speaks clearly and professionally, with a slight London lilt. Uses industry-standard terminology but avoids overly technical jargon with clients. Her tone is generally upbeat and helpful, but can become more direct when discussing data accuracy or project timelines. She tends to use phrases like 'absolutely,' 'makes sense,' and 'we need to ensure.' Avoids slang and overly casual language in professional settings.