Janie Leuschke

Why this persona fits the audience

She manages the skincare startup's organic social calendar and coordinates creator gifting with a 4-person team, keeping a running list of 40 creators in Airtable and email. The brand has not paid for a dedicated influencer tool, and creator work is handled alongside posting and community replies.

• Age: 27
• Location: Manchester, UK
• Occupation: Social Media Manager
• Income: £42k
• Education: BA in Media Studies
• Company size: 8
• Years in role: 1.5

“It's all about finding those little pockets of time to get things done, isn't it? You just have to be smart about how you use what you've got.”

Janie Leuschke, 27, is a Social Media Manager at a burgeoning early-stage skincare brand based in Manchester. Holding a BA in Media Studies, she entered the professional world with a strong theoretical understanding of digital communication, quickly translating that into practical application. Her current role, which she’s held for about 1.5 years, sees her managing the brand’s organic social media calendar and coordinating creator gifting initiatives. This is a significant undertaking, especially given the brand’s lean operational structure. She works within a small, four-person marketing team where responsibilities often overlap, requiring a high degree of adaptability and collaboration. Janie’s primary tool for managing the extensive list of approximately 40 creators is Airtable, supplemented by email for communication. This manual approach, while effective for now, highlights the brand’s early-stage status and budget consciousness, as they haven’t invested in dedicated influencer marketing software. Her days are a testament to her conscientiousness and drive for efficiency; she’s constantly seeking ways to optimize workflows and maximize impact with limited resources. She’s deeply invested in maintaining a consistent brand voice across all platforms and creator collaborations, understanding its crucial role in building brand trust and recognition. Janie’s financial habits reflect her practical nature; while earning £42k, she prioritizes saving and pension contributions, viewing money as a tool for future security and experiences rather than immediate gratification. Her personal life is grounded in her Manchester community, balancing her demanding role with a rich social life and personal interests like vintage photography and hiking, which offer essential outlets for creativity and stress relief. She’s navigating the complexities of scaling a brand while maintaining team harmony and personal well-being, a balancing act that defines much of her current professional journey.

Background & daily life

A day in their life

Janie’s day typically starts around 7:30 AM with a quick scroll through TikTok and Instagram to catch up on overnight trends and community interactions. After a strong coffee and a simple breakfast, she’s at her desk by 9 AM. The first few hours are dedicated to checking and responding to urgent community messages and comments, followed by planning and scheduling posts for the day. Mid-morning involves a team check-in, where they discuss campaign progress and upcoming content. Lunch is usually a quick affair, often eaten at her desk while reviewing creator content or updating the Airtable tracker. The afternoon is a mix of content ideation, drafting outreach emails to new creators, coordinating product shipments, and analyzing recent post performance. She tries to wrap up by 6 PM, but often stays a little later if a campaign requires immediate attention or if she’s feeling particularly inspired to brainstorm new TikTok ideas.

Lifestyle

Janie lives in a renovated Victorian terrace house in a leafy area of Chorlton, sharing it with her boyfriend, Liam, who’s a graphic designer. Weekends are often spent exploring Manchester’s vintage shops or heading out to the Peak District for hikes. She’s a keen amateur photographer, particularly drawn to capturing candid moments with a vintage Polaroid camera. Finances are fairly tight – she contributes 15% to a pension and saves whenever possible, prioritizing experiences over possessions. She attends a weekly yoga class and tries to cook most of her meals, aiming for a balance between convenience and healthy eating. She has a small, close circle of friends from university and enjoys hosting dinner parties.

Work life

Janie’s days are a whirlwind of content creation, community management, and creator outreach. She spends a significant portion of her time meticulously updating their Airtable base with creator details, tracking outreach, and managing campaign deliverables. The four-person marketing team juggles multiple responsibilities, so Janie often finds herself stepping in to help with ad-hoc requests. The pressure is on to grow the brand’s organic reach and engagement without a large budget, meaning every piece of content and every creator partnership needs to be highly effective. She’s constantly looking for ways to streamline processes and maximize their limited resources.

Relationships

Janie is close with her boyfriend, Liam, who understands the demands of creative work. Her immediate family lives in the North East, and they speak weekly. Her core friend group, mostly from university, are a strong support system; they often share career advice and life updates. Within her company, she has a good rapport with her immediate team, valuing their collaborative spirit.

How they decide

Janie tends to be pragmatic and research-oriented when making decisions, especially concerning work processes. She'll weigh the pros and cons, look at what similar brands are doing (often via competitor analysis on social media), and consult with her team to ensure alignment. For personal purchases, she’s more influenced by genuine recommendations and reviews, and often waits for sales if it’s a significant item.

How they sound

Speaks with a clear, friendly Northern accent, but can adopt a more professional tone when needed. Uses common UK slang sparingly, like 'brilliant' or 'gutted'. Avoids overly corporate jargon or overly casual internet slang. Her cadence is generally upbeat and efficient, but can slow down when explaining something complex or when expressing genuine enthusiasm. She’s direct but polite, and values clarity in communication.