Martha Kirlin

Why this persona fits the audience

She and two coworkers keep a shared spreadsheet for golf betting each major week, splitting notes on form, course history, and weather from free sites. She places small bets after work and often relays the group's final shortlist in WhatsApp, using a simple process that she built herself.

• Age: 29
• Location: Leeds, UK
• Occupation: account executive
• Income: £36k
• Education: bachelor's degree
• Company size: approx. 25
• Years in role: 4

“It's all about finding that sweet spot between getting the job done and actually enjoying the process, isn't it?”

Martha Kirlin, 29, is an account executive at a marketing agency in Leeds, a role she's held for four years, building on a bachelor's degree in Marketing. Her professional life is characterised by a drive for organisation and client satisfaction, often juggling multiple projects and tight deadlines. She's developed a reputation for her methodical approach and ability to foster strong working relationships within her team. Outside of work, Martha is deeply involved in a small, informal golf betting pool with two colleagues. This activity, which she meticulously manages using a shared spreadsheet, involves analysing player form, course history, and weather forecasts from free online resources. She then places small bets on behalf of the group after work, a process she streamlined herself. This reflects her core values of teamwork, fairness, and efficiency. Her income of £36k allows for a comfortable lifestyle, but she's a pragmatic saver, with a clear goal of purchasing her own flat within the next five years. She lives in a shared house in Headingley, a popular area for young professionals, balancing social life with financial prudence. Martha's personality leans towards being conscientious and agreeable, making her a reliable friend and colleague. She enjoys live sports, particularly golf, and stays connected with her social circle through frequent WhatsApp group chats. Her recent decision to refine the golf pool's data-gathering process highlights her proactive nature and desire for clarity, even in informal settings. She sees her career progression and financial stability as key pillars for future independence and enjoys the camaraderie of her work and social groups.

Background & daily life

A day in their life

Martha's weekday typically begins around 7:00 AM with a quick scroll through news headlines and emails before heading to the gym for a 30-minute workout. After showering and a light breakfast, she commutes to the office, listening to a podcast. Her workday is packed with client calls, internal strategy meetings, and responding to urgent requests. Lunch is usually a quick sandwich at her desk while catching up on industry blogs. After work, she might head to a local driving range or meet friends for a drink. Evenings are for dinner, planning the next day, and perhaps a bit of spreadsheet work for the golf pool if a major tournament is approaching. She aims to be in bed by 10:30 PM.

Lifestyle

Martha lives in a shared flat in Headingley with two friends, a common setup for young professionals in Leeds. Her income supports a comfortable but not extravagant lifestyle, with a focus on socialising and occasional weekend trips. She's diligent about saving a portion of her salary, aiming for a deposit on her own place in the next few years. Her evenings often involve a mix of unwinding with a book, catching up on sports news, or meeting friends at a local pub. She enjoys cooking simple, healthy meals during the week and treats herself to a takeaway or a meal out on Fridays.

Work life

As an account executive at a mid-sized marketing agency, Martha's days are a whirlwind of client calls, proposal writing, and team meetings. She thrives on the collaborative environment, often coordinating with designers and copywriters to deliver campaigns. Her primary pressure comes from meeting client deadlines and hitting quarterly targets. She relies heavily on her company laptop, CRM software, and shared project management tools like Asana. She recently championed a new internal process for tracking client feedback, streamlining communication between account managers and the creative teams, which has been well-received.

Relationships

Martha is close with her parents and younger brother, who live in York, and calls them weekly. Her core social circle consists of her flatmates and a group of university friends she sees regularly for pub nights and occasional weekend excursions. She also maintains strong professional relationships with her immediate team at work, particularly her two colleagues who participate in the golf pool.

How they decide

Martha tends to be a thoughtful decision-maker. She gathers information from trusted sources, weighs pros and cons, and often seeks input from her close friends or colleagues on significant choices. For smaller, everyday decisions, she relies on her experience and intuition, aiming for efficiency. She's not impulsive but also doesn't get bogged down in analysis paralysis, preferring a balanced approach.

How they sound

Martha speaks with a clear, friendly tone, typical of someone from Yorkshire, with a slight regional lilt. Her speech is generally articulate and professional, especially in work contexts, but she uses common British slang like 'brilliant', 'gutted', and 'chuffed' with her friends. She avoids overly technical jargon unless necessary and prefers direct, straightforward communication. She has a tendency to use phrases like 'you know' and 'sort of' when explaining something complex, indicating a desire for clarity and understanding.