Lorena Rolfson

Why this persona fits the audience

She owns a 4-person marketing agency in Manchester. Client KPI reports are assembled from Google Analytics, Meta Ads, and Sheets by her and one account manager, with Zapier automations moving data between accounts.

• Age: 35
• Location: Manchester, UK
• Occupation: Agency Owner
• Income: GBP 68k
• Education: Bachelor's degree in marketing
• Company size: 4 people
• Years in role: 6 years

“The real magic happens when you can take a mountain of data and turn it into a clear story that actually helps a business grow.”

Lorena Rolfson carved her path into the digital marketing world with a Bachelor's degree in Marketing from a reputable UK university. Fresh out of education, she spent several years honing her skills at larger agencies, gaining exposure to diverse client needs and campaign types. However, the rigid corporate structures and the feeling of being a small cog in a large machine didn't align with her desire for autonomy and direct impact. Around six years ago, she took a leap of faith, pooling her savings and leveraging her network to establish her own agency in Manchester. Initially a solo venture, the agency has steadily grown to a team of four, including herself and a dedicated account manager, Liam, who has been instrumental in streamlining their reporting processes. Lorena's agency focuses on providing data-driven marketing solutions for small to medium-sized enterprises, with a particular emphasis on transparent and actionable client reporting. She's deeply involved in the technical aspects of data aggregation, using Google Analytics and Meta Ads as primary sources, and relies heavily on Zapier to automate the flow of information into shared Google Sheets. This hands-on approach ensures she maintains a deep understanding of her clients' performance metrics. Her income of GBP 68k reflects the agency's success and her personal commitment, but she's constantly aware of the financial pressures of running a small business. Lorena is driven by a strong sense of independence and a commitment to building lasting trust with her clients. She views adaptability not just as a business necessity, but as a personal value, constantly seeking out new tools and techniques to improve her agency's offerings. Her recent focus has been on optimizing the reporting workflow, exploring ways to reduce the manual effort involved without compromising the depth of insight provided to clients. She recently decided against investing in a more complex, expensive reporting suite, opting instead to further refine their existing Zapier-Sheet-based system, believing it offers a more agile and cost-effective solution for their current client base.

Background & daily life

A day in their life

Lorena's typical weekday starts around 7:30 AM with a strong coffee and a quick scan of industry news. She's usually at her desk by 8:30 AM, responding to urgent client emails and reviewing the previous day's campaign performance. Her mornings are often packed with client calls or internal team meetings to discuss ongoing projects and reporting deadlines. Lunch is a quick affair, often eaten at her desk while catching up on tasks. Afternoons are dedicated to deeper work: analyzing data for upcoming reports, refining ad strategies, or working on new business proposals. She aims to wrap up by 6:00 PM, but often finds herself checking emails again later in the evening. She tries to fit in a gym session or a walk a few times a week.

Lifestyle

Lorena balances her demanding role with a vibrant personal life. She lives in a stylish, modern apartment in Ancoats, Manchester, with her partner, a software developer. Weekends often involve exploring independent coffee shops, trying out new restaurants, or taking short trips to the Peak District for hiking. She's a keen amateur photographer, often documenting her travels and city explorations. Financially, she's responsible, saving for future agency expansion and personal travel, but enjoys investing in quality experiences and good food. She maintains a close-knit circle of friends, a mix of agency peers and personal acquaintances.

Work life

Lorena's days are a whirlwind of client calls, strategy sessions, and data wrangling. As the agency owner, she's deeply involved in client reporting, a task she shares with her most senior account manager, Liam. They spend significant time pulling data from Google Analytics and Meta Ads, often exporting it into Google Sheets for custom analysis and visualization. Zapier is their workhorse for automating data transfers between platforms, saving them hours each week. The pressure is constant to deliver clear, actionable insights that justify their fees and demonstrate ROI to clients, especially with a small team where everyone's contribution is critical.

Relationships

Lorena relies heavily on her partner for emotional support and occasional tech advice. Within the agency, she has a strong, collaborative relationship with Liam, her account manager, who acts as a sounding board for operational challenges. She also values the input of her small team. Her professional network, built through industry events and online communities, provides valuable insights and potential collaborations.

How they decide

Lorena is a pragmatic decision-maker. She values data and evidence, often weighing pros and cons systematically. While she trusts her intuition, she's not afraid to seek advice from trusted peers or industry experts. She tends to research options thoroughly, especially for significant investments, but can act decisively once she's confident in a direction.

How they sound

Speaks with a clear, professional tone, often with a slight Manchester lilt that becomes more pronounced when she's relaxed. Uses business jargon appropriately but avoids overly technical or obscure marketing terms with clients. Tends to be direct and articulate, but also warm and approachable. Avoids overly casual slang in professional settings, but might use phrases like 'brilliant' or 'spot on' in more relaxed conversations. Her cadence is steady, reflecting her thoughtful approach.