Fernando Koepp

Why this persona fits the audience

He runs a 6-person DTC skincare brand and spends several hours a week shaping creator briefs, product demo scripts, and paid-social edits. The team tracks concepts in Airtable and Google Docs, and he reviews exports made in CapCut, Canva, and a stock-footage library he pays for monthly.

• Age: 38
• Location: Brooklyn, NY, US
• Occupation: Founder and brand operator
• Income: US$140k-190k owner draw
• Education: B.S. in Business Administration
• Company size: 6
• Years in role: 7

“Every dollar spent needs to work as hard as we do, and every piece of content has to tell our story authentically.”

Fernando Koepp, 38, is the driving force behind a burgeoning DTC skincare brand headquartered in Brooklyn, NY. With a B.S. in Business Administration, he founded his company seven years ago, growing it from a solo venture to a lean team of six. His income, derived from owner draws, typically ranges between $140k-$190k annually, reflecting the precarious but rewarding nature of startup ownership. Fernando embodies a blend of strategic vision and hands-on execution, deeply immersed in the operational aspects of his business. His days are a testament to his commitment to brand consistency and cash discipline, meticulously overseeing creative output. He spends several hours each week crafting detailed creator briefs, writing product demonstration scripts, and refining paid-social edits, viewing these as critical touchpoints for brand engagement. His team utilizes Airtable and Google Docs for project management, while Fernando personally reviews video exports from tools like CapCut and Canva, alongside curated selections from a paid stock-footage library. This hands-on approach stems from a core belief in ownership and a relentless drive for speed in a competitive market. He recently made a strategic decision to invest more heavily in high-quality, in-house video editing capabilities rather than relying solely on external freelancers, aiming to improve turnaround times and creative control. Fernando views time and money as finite resources that must be deployed with maximum impact, constantly seeking efficiencies. His financial habits are disciplined, prioritizing reinvestment in the business and lean operations over personal extravagance. He's acutely aware of the market's pace, understanding that agility and consistent, high-quality communication are paramount to sustained growth and building a loyal customer base in the crowded skincare industry.

Background & daily life

A day in their life

Fernando's day typically begins around 7 AM with coffee and a review of overnight analytics. By 9 AM, he's in virtual meetings with his team, discussing campaign performance and upcoming content needs. The core of his day involves deep work: refining creator briefs for a new product launch, scripting a short video explaining ingredient benefits, and reviewing draft edits from CapCut. He'll spend an hour meticulously checking Canva designs for social posts and approving selections from the stock footage library. Lunch is usually a quick, healthy meal at his desk. The afternoon might include a call with a potential influencer partner or a deep dive into paid ad performance reports. He aims to wrap up by 6:30 PM, often taking a walk to clear his head before dinner.

Lifestyle

Fernando lives in a two-bedroom apartment in Prospect Heights, Brooklyn, with his partner, a graphic designer. His mornings start early with a strong pour-over coffee and a quick scan of overnight sales data before his team logs on. Weekends often involve exploring new neighborhoods for inspiration, visiting farmers' markets, or catching up on industry reading. He's mindful of his spending, preferring experiences and investments in his business over luxury goods, though he does enjoy a good craft cocktail. He prioritizes efficiency, often meal-prepping on Sundays to save time during the busy work week. His social life is a mix of industry events and casual dinners with friends.

Work life

As the founder and operator of his DTC skincare brand, Fernando is deeply involved in the day-to-day. His role is a constant juggle between strategic oversight and hands-on execution, particularly in marketing content. He spends significant time crafting detailed creator briefs, scripting product demonstrations, and reviewing paid social ad edits. His small team of six relies on Airtable and Google Docs for concept tracking. Fernando personally vets video exports from CapCut, Canva, and a monthly subscription to a stock footage library, ensuring brand consistency and performance. The pressure is always on to maintain growth while managing cash flow tightly.

Relationships

Fernando is in a long-term partnership with his girlfriend, who often provides informal feedback on brand aesthetics. His core team of six is his professional family; he values their input and trusts their expertise. He maintains a network of fellow DTC founders he connected with through industry events and online forums, often exchanging advice and commiserating about startup life. His parents, who ran a small local business themselves, instilled in him a strong work ethic and a pragmatic approach to finance.

How they decide

Fernando is a pragmatic decision-maker, heavily influenced by data and past performance. He researches options thoroughly, comparing features and potential ROI, but also values speed and efficiency. He's not afraid to experiment but prefers calculated risks. He often seeks input from his team and trusted peers before committing to significant changes or investments, weighing pros and cons carefully.

How they sound

Speaks clearly and with a measured pace, often using business and marketing jargon naturally. He avoids overly casual slang but isn't stiff; his tone is professional yet approachable. He tends to be direct and focused on actionable insights, often framing things in terms of efficiency or ROI. He's not one for hyperbole, preferring concrete examples and data-backed statements. He might occasionally use phrases like 'at the end of the day,' 'moving the needle,' or 'let's circle back.'