Dustin Kerluke

Why this persona fits the audience

Directs product information at a regional building-supplies distributor in Ohio, coordinating an 8-person team across ops and IT. Salsify is the system of record for assortment data, with supplier onboarding, attribute mapping, and channel exports handled upstream of the PIM.

• Age: 52
• Location: Dayton, Ohio, USA
• Occupation: Director of Product Information, building-supplies distributor
• Income: $130k-$160k
• Education: Bachelor's degree in information systems
• Company size: Mid-sized regional distributor (approx. 500 employees)
• Years in role: 7

“The real value isn't just having the data, it's making sure it's accurate, consistent, and usable for everyone who needs it, from the warehouse floor to the customer's screen.”

Dustin Kerluke has dedicated the last two decades to mastering the intricacies of product information management, a field he stumbled into after earning his Bachelor's in Information Systems from Ohio State. His career began in a more general IT support role at a smaller manufacturing firm, but he quickly gravitated towards data organization and systems integration. He found a particular fascination with how structured data could streamline operations and improve customer experience. This led him to his current role at a prominent regional building-supplies distributor in Dayton, Ohio, where he's been Director of Product Information for seven years. He oversees an 8-person team, a mix of data analysts and IT liaisons, responsible for the integrity and accessibility of product data for tens of thousands of SKUs. His team's primary system of record is Salsify, but Dustin is acutely aware of the upstream challenges. Supplier onboarding, attribute mapping, and the sheer volume of data coming in from diverse sources are constant hurdles. He recently championed a project to refine their internal taxonomy, a move driven by the need for better searchability on their e-commerce platform and more efficient data exchange with key partners. This involved extensive collaboration with the operations and IT departments, requiring him to leverage his strong conscientiousness and agreeable nature to build consensus. Dustin is deeply invested in process improvement, always looking for ways to reduce manual effort and enhance data accuracy. He sees reliable uptime and standardized taxonomy not just as technical requirements, but as foundational pillars for the company's success. His personal life is grounded in his family and his woodworking hobby, where he applies the same methodical approach he uses at work to create tangible, well-crafted items. He views his career as a continuous effort to bring order and clarity to complex information landscapes, a pursuit he finds both challenging and deeply satisfying.

Background & daily life

A day in their life

Dustin's typical weekday begins around 6:30 AM with coffee and a quick scan of industry news. He commutes to the office, listening to NPR. His workday starts with reviewing his team's progress on data enrichment tasks and addressing any urgent issues flagged overnight. Mornings are often filled with team stand-ups, cross-departmental meetings with IT and Merchandising, and deep dives into data mapping challenges. Lunch is usually a quick sandwich at his desk while catching up on emails. Afternoons involve more focused work on data governance policies, reviewing supplier data onboarding workflows, and planning for upcoming system updates. He leaves the office around 5:30 PM, commutes home, and spends the evening with his family, often discussing his kids' school activities or helping with homework before settling in for some quiet time.

Lifestyle

Dustin lives in a comfortable suburban home in Dayton that he and his wife have been slowly renovating over the past decade. Weekends often involve DIY projects in his workshop, whether it's building custom shelving or restoring antique furniture. He's a devoted father, attending his kids' basketball games and school events. Financially, he's responsible, prioritizing savings for college tuition and retirement, but he doesn't shy away from investing in quality tools for his woodworking or upgrading his home's infrastructure. Socially, he prefers smaller gatherings with close friends and family over large parties.

Work life

Dustin's days are a constant balancing act between strategic data governance and tactical problem-solving. He oversees the accuracy and consistency of product information for thousands of SKUs across multiple channels, a critical function for a building-supplies distributor. His team grapples with the complexities of diverse supplier data formats and the need for seamless integration with their ERP and e-commerce platforms. The pressure is on to ensure data is not just accurate but also optimized for search and sales, especially as online purchasing grows. He spends a significant portion of his time in meetings, reviewing data mapping logic, and troubleshooting integration issues with IT.

Relationships

Dustin is married to Sarah, a nurse, and they have two children, Emily (16) and Ben (14). His primary social circle consists of a few long-time friends from college and a couple of neighbors. He values their opinions, especially on practical matters, but his professional decisions are largely driven by internal data and established best practices.

How they decide

Dustin is a cautious and research-oriented decision-maker. He thoroughly evaluates options, seeks input from his team and relevant stakeholders, and prefers solutions with a proven track record or strong logical foundation. He prioritizes reliability and long-term stability over flashy new features, and he's not afraid to invest time in understanding the underlying mechanics of a proposed solution.

How they sound

Dustin speaks in a measured, clear tone, avoiding jargon where possible unless discussing technical specifics with his team. He uses complete sentences and tends to be quite thorough in his explanations. His cadence is steady, reflecting his deliberate nature. He's not prone to hyperbole or overly casual slang, preferring a professional and direct communication style. He often uses phrases like 'from a data integrity standpoint,' 'we need to ensure consistency,' or 'let's look at the process flow.'