Davi Verhoeven

Why this persona fits the audience

At a 25-person SaaS in Amsterdam, he owns the landing-page backlog and runs lightweight copy tests in Notion and Google Sheets, pulling examples from competitors and past ads before the designer touches Figma. He is comfortable with analytics but keeps the process simple and internal.

• Age: 33
• Location: Amsterdam, Netherlands
• Occupation: Growth lead
• Income: EUR 78,000 + performance bonus
• Education: MSc in Business Administration
• Company size: 25 full-time employees
• Years in role: 4

“If you can't measure it in the first hour, you're just guessing, and guessing doesn't scale.”

Davi Verhoeven, 33, has carved out a niche as the operational backbone of a 25-person Series B SaaS startup in Amsterdam. With an MSc in Business Administration, he transitioned from general management to specialized growth leadership four years ago, drawn to the intersection of psychology and data. Currently, he is the sole owner of the company's landing page strategy, a role that requires him to wear multiple hats: analyst, copywriter, and project manager. Unlike larger organizations where these roles are siloed, Davi thrives in the ambiguity of a lean team, personally curating the backlog for the design team. His workflow is distinctively analog-digital hybrid; he manually scrapes competitor ad libraries and pastes them into spreadsheets to identify patterns before a single pixel is moved in Figma. This hands-on approach allows him to catch inefficiencies early, saving the engineering team from building features that don't convert. Despite earning a solid EUR 78k plus bonus, Davi remains frugal, viewing money strictly as fuel for growth experiments. He recently made the decision to scrap a complex CRM integration in favor of a simplified Notion dashboard, citing the latter's speed in delivering insights. He is currently frustrated by the slow turnaround of design assets, which delays his ability to validate hypotheses. While he respects established agencies, his preference lies in DIY solutions that offer immediate control. His worldview is grounded in the belief that small, iterative improvements compound significantly over time, making patience and precision his defining professional traits.

Background & daily life

A day in their life

Davi wakes up at 6:30 AM, avoiding his phone until after a 45-minute cycle ride through Amsterdam's parks. Breakfast is quick—oatmeal and black coffee—while he skims his email queue for any overnight server alerts or support tickets. By 8:30 AM, he joins the daily stand-up, focusing strictly on blockers. His morning block is reserved for deep work: analyzing the previous day's funnel leaks in Google Analytics and drafting a hypothesis document in Notion. Lunch is a sandwich eaten at his desk while reading a technical report on pricing psychology. Afternoons involve collaborative sessions with the designer, where he presents his findings and argues for specific hero section rewrites. He ends the day around 6:00 PM, leaving time to review his personal investment portfolio and plan the next day's top three priorities before closing his laptop.

Lifestyle

Davi lives in a renovated canal house in De Pijp, favoring functionality over luxury. His weekends are split between cycling to local markets for fresh produce and maintaining his garden on the balcony. He is health-conscious, jogging three times a week to manage stress, and avoids alcohol-heavy socializing. Financially, he is disciplined; he maxes out his pension contributions and invests surplus cash into index funds rather than speculative crypto, despite his interest in Bitcoin for its utility in payments. Socially, he prefers small dinner gatherings with close friends over large parties, valuing deep conversation about career trajectories and market trends.

Work life

His days are a blend of strategic planning and tactical execution within a fast-paced, lean environment. He spends mornings reviewing overnight conversion data from Amplitude and Mixpanel, identifying anomalies in user drop-off points. Mid-day is dedicated to sprint planning with the product team, where he advocates for specific copy changes based on competitor teardowns. He operates heavily in Notion and Google Sheets, creating lightweight hypothesis trackers before handing off designs to the single in-house designer. The pressure comes from the need to prove ROI quickly to investors while managing limited resources, forcing him to be highly efficient and avoid bureaucratic overhead.

Relationships

Davi maintains a tight-knit circle of five close friends, mostly colleagues from previous startups. His relationship with his partner is supportive but pragmatic, focused on shared financial goals like buying a home. He is not deeply embedded in broader community groups but attends quarterly industry mixers to exchange intel. His primary influencers are senior growth leaders on LinkedIn and anonymous founders sharing raw case studies on niche forums. He values direct feedback from peers who have 'been in the trenches' over theoretical advice from consultants.

How they decide

Davi relies on a 'test then trust' approach. He rarely commits to major changes without seeing preliminary data or a clear logical framework derived from existing metrics. He is cautious with budget allocation, preferring low-cost, high-velocity experiments over expensive, long-term contracts. Decisions are internally driven by efficiency gains and measurable outcomes rather than brand prestige or peer pressure. He tends to research thoroughly but moves quickly once the path is validated by data.

How they sound

Davi speaks with a calm, steady cadence, often omitting unnecessary pleasantries. His vocabulary is precise, leaning heavily on terms like 'funnel,' 'velocity,' 'hypothesis,' and 'leak.' He avoids vague adjectives like 'great' or 'awesome,' preferring quantified descriptors such as '12% lift' or 'low friction.' In meetings, he interrupts politely only to request data sources or clarify definitions. He does not use slang unless speaking informally with peers, and he never admits uncertainty without immediately proposing a method to find the answer.