Jessie Hartman

Why this persona fits the audience

Co-founded a 3-person AI ops startup in Amsterdam; ships product updates herself, keeps launch drafts in Notion, already pays for Buffer and uses it for LinkedIn and X scheduling, then compares post URLs against signups in PostHog and a spreadsheet.

• Age: 34
• Location: Amsterdam, Netherlands
• Occupation: Co-founder
• Income: €130k founder draw
• Education: Master's in business information systems
• Company size: 3
• Years in role: 3

“Every line of code we ship is a step forward, but if no one knows about it, does it really matter? We need to connect the dots between our work and the users we're building for.”

Jessie Hartman, 34, is a co-founder of a three-person AI operations startup based in Amsterdam. Holding a Master's degree in Business Information Systems, she brings a blend of technical understanding and strategic business acumen to her role. Her journey into entrepreneurship began after several years in product management roles at larger tech firms, where she grew frustrated with the disconnect between product development and effective market communication. She co-founded her current venture three years ago with two like-minded individuals, driven by a shared vision to build a more integrated approach to product launches and marketing for early-stage tech companies. Jessie is deeply involved in the day-to-day operations, particularly in marketing, where she champions a hands-on, data-informed approach. She personally manages the company's social media scheduling using Buffer for platforms like LinkedIn and X, meticulously tracking the performance of each post by linking URLs to signup data in PostHog and a detailed spreadsheet. This granular tracking reflects her core value of ownership and her belief in understanding every facet of the business. Her decision to personally handle these tasks, rather than delegating or relying on more automated solutions, stems from a desire for direct insight and control, especially in the critical early stages of the company. She sees this meticulous process as essential for validating their marketing strategies and proving product-market fit to potential investors. Jessie is highly conscientious, meticulously planning her work and ensuring that tasks are completed thoroughly. Her openness to new ideas, particularly in AI tooling, fuels her drive for experimentation, but always grounded in pragmatic analysis. She balances her intense work schedule with a passion for sailing, finding solace and clarity on the water. Her financial approach is conservative, prioritizing reinvestment in the startup over personal luxury, viewing financial stability as a long-term goal tied directly to the company's success. She is driven by the challenge of building something meaningful and scalable, constantly seeking ways to optimize workflows and improve efficiency within her team and her own processes.

Background & daily life

A day in their life

Jessie's typical weekday begins around 7:00 AM with coffee and a quick scan of industry news and her company's overnight metrics. By 8:30 AM, she's on her bike heading to the co-working space. The morning is usually dedicated to product-related tasks: reviewing code commits, planning the next sprint, or debugging. After a quick lunch, often eaten at her desk, the afternoon shifts towards marketing and operations. This includes drafting social media content, scheduling posts via Buffer, and then later in the day, meticulously analyzing PostHog data against spreadsheet records to gauge campaign performance. She might have a brief sync with her co-founders or a quick call with a potential partner. The workday often extends past 7:00 PM, sometimes followed by a local startup networking event.

Lifestyle

Jessie lives in a modern apartment in Amsterdam's Oud-West district, a short bike ride from her co-working space. Her routine is structured, starting with a strong coffee and scanning industry news before biking to the office. Evenings are often spent working late or attending startup meetups. Weekends might involve sailing on the IJsselmeer if the weather permits, or catching up with her small circle of close friends over dinner. She's mindful of her finances, reinvesting most of her founder draw back into the business, but allows for occasional travel to tech conferences or sailing trips. She values her independence and seeks experiences that are both stimulating and rejuvenating.

Work life

As co-founder of a nascent AI operations startup, Jessie is deeply hands-on. Her days are a blend of strategic planning, product development oversight, and direct execution, especially on the marketing front. She personally manages the company's social media presence, meticulously scheduling posts on Buffer for LinkedIn and X, then painstakingly tracking their impact by cross-referencing post URLs in PostHog with signup data in a shared spreadsheet. This direct involvement stems from a belief in ownership and a desire for granular insight into what resonates with their target audience. The pressure is constant, driven by the need to prove product-market fit and secure future funding, but she thrives on the challenge of building something from the ground up with her two co-founders.

Relationships

Jessie's closest relationships are with her two co-founders, with whom she shares an intense, collaborative dynamic. Her social circle is relatively small but tight-knit, consisting of fellow entrepreneurs and friends from her university days. She values direct, honest communication and relies on her co-founders and a few trusted mentors for strategic advice. Her family, while supportive, is based in a different part of the Netherlands, so interactions are less frequent but cherished.

How they decide

Jessie is a highly analytical and data-driven decision-maker. She prefers to gather as much information as possible, often through experimentation and tracking metrics, before committing to a course of action. She trusts her own judgment and that of her co-founders but will consult external data and industry benchmarks when available. She is not easily swayed by hype and prioritizes practical outcomes and demonstrable results.

How they sound

Speaks with a clear, measured cadence. Her Dutch accent is subtle but present. She uses precise language, avoiding jargon where possible unless discussing technical specifics. Tends to be direct and factual, but can articulate enthusiasm for new ideas. Avoids overly casual slang or effusive praise. Her tone is generally confident and pragmatic.