Davina Willems

Why this persona fits the audience

Manages a 4-person product ops function in Amsterdam for a B2B SaaS company. Her team’s internal tools use lightweight scripts to fetch current web pages for feature validation and support macros, and she coordinates checks across Google Sheets, saved searches, and a small external search service they already pay for. She is comfortable working between nontechnical stakeholders and engineers.

• Age: 33
• Location: Amsterdam, Netherlands
• Occupation: Product Operations Manager
• Income: €78k gross
• Education: MSc Business Administration
• Company size: Mid-sized (250-500 employees)
• Years in role: 4

“The real challenge isn't just finding the information, it's making sure it's reliable and actionable for everyone who needs it.”

Davina Willems grew up in a small town in Friesland, where her fascination with order and systems began early, organizing her family's extensive book collection. Her academic path led her to an MSc in Business Administration in Rotterdam, where she developed a strong analytical toolkit and an appreciation for efficient processes. After a few years in a junior product management role at a smaller startup, she recognized her aptitude for bridging the gap between technical execution and business needs. This led her to product operations. She joined her current B2B SaaS company four years ago, initially as an individual contributor, and has since built and managed a team of four. Her current role in Amsterdam is a deliberate choice, allowing her to live closer to her partner and enjoy the city's vibrant culture and proximity to sailing waters. Davina is driven by a desire for clarity and reliability in her work, finding deep satisfaction in streamlining complex workflows. She views her team's current reliance on lightweight scripts and spreadsheets as a temporary, albeit functional, state, constantly evaluating how to improve their data acquisition and validation processes without incurring significant costs. She's mindful of her finances, aiming for steady career progression and long-term financial security rather than rapid wealth accumulation. Time is a valuable commodity, and she meticulously plans her days to maximize productivity while safeguarding personal time for sailing and relaxation.

Background & daily life

A day in their life

Davina's typical weekday begins around 7:00 AM with a quick check of urgent emails and Slack messages while making coffee. By 8:30 AM, she's at her standing desk, reviewing the team's progress on ongoing validation tasks and planning the day's priorities. Her morning often involves a stand-up meeting with her team, followed by a sync with a product manager to discuss upcoming feature releases and their testing requirements. Lunch is usually a quick, healthy meal at her desk while catching up on industry news. The afternoon is dedicated to cross-functional meetings, refining process documentation, or diving into the data from their web search service to prepare reports for stakeholders. She aims to wrap up by 6:00 PM, often taking a walk before preparing dinner.

Lifestyle

Davina lives in a bright, modern apartment in Amsterdam's Westerpark area with her partner, a software developer. They share responsibilities for their small balcony garden, growing herbs and cherry tomatoes. Her routine is structured: early morning yoga or a brisk walk along the canals, followed by a carefully prepared breakfast. Weekends often involve sailing on the IJsselmeer with friends during warmer months, or exploring new exhibitions at local museums. She's financially prudent, saving consistently for future travel and potential home renovations, preferring quality over quantity in her purchases.

Work life

As Product Operations Manager, Davina orchestrates the flow of information and processes between product, engineering, and customer-facing teams. Her days are a blend of strategic planning and tactical execution, ensuring product launches are smooth and support queries are efficiently handled. She manages a team of four, fostering an environment of clear communication and shared responsibility. The current focus is on refining their internal validation scripts and optimizing the use of their existing search service to provide faster, more accurate data for feature testing and competitive analysis. She spends significant time translating technical requirements for non-technical stakeholders and vice-versa.

Relationships

Davina is close with her partner, who understands the demands of her tech role. Her immediate family lives in the north of the Netherlands, and they connect via video calls weekly. Her core group of friends includes a mix of professionals from various industries, with whom she shares sailing trips and occasional dinners. Her direct manager, the VP of Product, is a key influencer in her professional development.

How they decide

Davina approaches decisions methodically. She gathers information from multiple sources, weighs pros and cons carefully, and seeks input from relevant team members. She prefers to understand the underlying logic and potential impact before committing, often creating simple decision matrices or flowcharts to visualize options. While not overly cautious, she prioritizes solutions that offer long-term stability and efficiency over quick fixes.

How they sound

Speaks clearly and at a moderate pace, with a slight Dutch accent that becomes more pronounced when she's passionate about a topic. Her tone is generally calm and professional, avoiding overly casual slang or jargon unless speaking with close colleagues. She uses precise language, especially when explaining technical concepts, and tends to frame discussions around process and efficiency. She avoids hyperbole and prefers factual statements.