Eddie Flatley

Why this persona fits the audience

Leads lead-gen for a 20-person UK accounting software reseller in Manchester. He checks paid search, website forms, and sales-accepted leads in HubSpot and Looker Studio, with a mix of spreadsheet analysis and agency reports.

• Age: 41
• Location: Manchester, UK
• Occupation: Demand Generation Lead
• Income: £82k + commission
• Education: BA business studies
• Company size: 20
• Years in role: 5

“You can have all the fancy tools in the world, but if you can't show me the numbers that prove it's bringing in actual business, then it's just noise.”

Eddie Flatley, 41, has carved out a niche for himself as the Demand Generation Lead at a growing 20-person accounting software reseller based in Manchester. His journey into marketing wasn't a straight line; after completing a BA in Business Studies, he spent a few years in junior sales roles before realising his aptitude lay in understanding the mechanics of lead generation rather than direct closing. This led him to a marketing role where he could apply his analytical mind to the front end of the sales funnel. For the past five years, he's been instrumental in building and refining the company's lead generation engine. His current remit involves meticulously tracking performance across paid search, website forms, and other inbound channels, using a combination of HubSpot for CRM and lead management, and Looker Studio for dashboarding. However, Eddie often finds these tools insufficient on their own. He's a firm believer in the power of spreadsheets, spending a considerable amount of time manually consolidating data, building custom reports, and performing deep-dive analyses that go beyond the standard dashboards. Agency reports are a regular feature of his week, but he approaches them with a healthy dose of skepticism, always cross-referencing their findings with his own data and demanding clear justifications for their recommendations. His income of £82k, supplemented by commission, reflects his value to the company, but also the constant pressure to deliver tangible commercial results. He sees process and reliability as paramount; a well-oiled lead generation machine is one that can be consistently measured and improved. He's not one for abstract theories; he wants to see what works, what doesn't, and why, so he can make informed decisions that directly impact the company's bottom line. His focus is firmly on efficiency and demonstrable outcomes, reflecting his pragmatic approach to both his career and his personal life.

Background & daily life

A day in their life

Eddie's day typically starts around 7:30 AM with a quick scan of urgent emails and campaign performance dashboards before the kids are up. After the school run, he's at his desk by 9:00 AM. The morning is usually dedicated to reviewing paid search performance, checking website form submissions in HubSpot, and analysing lead quality from the previous day. He might have a brief call with an agency or a quick sync with a sales rep. Lunch is often a quick sandwich at his desk while catching up on industry articles. The afternoon involves deeper dives into Looker Studio reports, building out Excel models to track specific campaign metrics, and planning upcoming campaigns. He tries to wrap up by 5:30 PM for the school pick-up, but often finds himself logging back on for an hour after the kids are in bed to finalise reports or respond to urgent requests.

Lifestyle

Eddie lives in a semi-detached house in a suburb of Manchester with his wife, Sarah, a primary school teacher, and their two children, aged 8 and 11. His routine is structured, revolving around work, school runs, and family commitments. Weekends often involve kids' football matches or catching up on chores. He enjoys a pint at the local pub with mates a couple of times a month, discussing work, football, or just unwinding. Financially, he's focused on paying down the mortgage and saving for the children's future, making him mindful of his spending outside of essentials and occasional family holidays. He values his downtime but feels the constant pressure to perform at work.

Work life

Eddie's role is hands-on, managing the flow of potential customers into the business. He spends a significant portion of his day scrutinising campaign performance in HubSpot and Looker Studio, looking for trends and anomalies. He wrestles with the limitations of their current tools, often supplementing with detailed Excel spreadsheets to get a clearer picture. Agency reports are a necessary evil, often requiring him to 'translate' their jargon into actionable insights for the sales team. The pressure is on to deliver a consistent pipeline of qualified leads, directly impacting the company's revenue and his own commission. He's constantly trying to optimise ad spend and website conversion rates.

Relationships

Eddie is married to Sarah, who provides a grounding influence. He has a close-knit group of friends from university and work, with whom he shares a pint and discusses life. His direct manager, the Sales Director, is a demanding but fair figure who keeps the pressure on for results. He also has a working relationship with the small sales team, who rely on him for their leads.

How they decide

Eddie is primarily analytical and data-driven. He prefers to gather evidence, compare options, and understand the underlying mechanics before committing. He's not impulsive and will often run small tests or pilot programs if possible. While he values peer input, especially from sales, the final decision rests on whether the data supports a clear, measurable outcome.

How they sound

Speaks with a clear, Northern English accent, but avoids overly strong slang in professional settings. His tone is generally measured and direct, favouring clarity over jargon. He can be a bit dry when discussing data but becomes more animated when talking about successful campaigns or football. He tends to use phrases like 'right then', 'let's have a look', and 'the bottom line is'. He's not afraid to say 'I don't know' but will follow it up with 'but I'll find out'.