Colleen Schoen

Why this persona fits the audience

She runs a one-person TikTok and newsletter side business that posts Amazon-based outfit roundups, usually assembling looks in Google Sheets from saved searches, carts, and handwritten notes. She handles sourcing and price checks herself and only occasionally loops in a friend for shoot days.

• Age: 29
• Location: Los Angeles, CA, USA
• Occupation: Content creator and affiliate marketer
• Income: US$58k
• Education: BA in Communications
• Company size: 1 (self-employed)
• Years in role: 4

“Honestly, if I can find it on Amazon and make it look chic, then it’s a win. My whole thing is making style accessible, not just for people with designer budgets.”

Colleen Schoen, 29, is a Los Angeles-based content creator and affiliate marketer who has carved out a niche by curating fashion finds exclusively from Amazon. A Communications graduate, she initially pursued more traditional marketing roles after college but found herself increasingly drawn to the burgeoning creator economy. Around four years ago, she launched her TikTok account and accompanying newsletter as a side hustle, leveraging her keen eye for style and a knack for digital organization. Her business operates on a shoestring budget, with Colleen acting as the sole proprietor, handling everything from trend research and product sourcing to content creation, editing, and community management. Her workspace is her one-bedroom apartment, which doubles as her studio, filled with clothing racks and an ever-growing collection of organizational bins for samples and props. She meticulously maintains detailed Google Sheets, tracking potential outfits, price points, and affiliate links, a system she's refined over years of trial and error. Colleen views her work as a blend of creative expression and strategic business management, constantly adapting to platform algorithms and evolving fashion trends. Her income of $58k allows for a comfortable life in LA but requires careful budgeting, with a significant portion reinvested into her business through occasional props, software subscriptions, or small equipment upgrades. She recently decided to invest in a better ring light and a subscription to a more robust video editing software, recognizing the need to elevate her content quality to attract potential brand partnerships. Her relationship with time is one of constant urgency; there's always more content to create, more trends to chase, and more links to update. Money is a tool for growth and stability, not an end in itself, and status is measured more by engagement metrics and brand recognition than material possessions.

Background & daily life

A day in their life

Colleen's typical weekday starts around 8 AM with a scroll through TikTok and her email inbox, fueled by a large iced coffee. By 9 AM, she's logged into Amazon, browsing recommended items and checking her saved searches for new arrivals or price drops, meticulously updating her Google Sheet for the week's planned roundups. Around lunchtime, she might film a quick 'get ready with me' or a try-on haul in her makeshift studio corner. The afternoon is dedicated to editing video clips, writing captions and newsletter content, and engaging with her community. She tries to wrap up by 6 PM, but often finds herself back online for an hour or two later in the evening to catch up or draft new ideas before winding down with an episode of a reality show.

Lifestyle

Colleen lives in a bright, slightly cluttered one-bedroom apartment in East Hollywood, filled with racks of clothes and overflowing storage bins. Her income supports a comfortable but not extravagant lifestyle, prioritizing experiences and her business over luxury goods. She's often seen grabbing a quick acai bowl or a cheap, tasty taco. Socially, she balances networking events for content opportunities with low-key nights in with a few close friends. Her weekends are a mix of content shoots, thrifting expeditions, and catching up on sleep, fueled by copious amounts of iced coffee.

Work life

As a solo creator, Colleen wears every hat. Her workdays are a whirlwind of scouting Amazon, meticulously assembling outfits in Google Sheets, scripting and filming TikToks, editing videos, writing newsletter copy, and responding to comments and DMs. She constantly monitors price drops and new arrivals, her phone buzzing with notifications. The pressure is self-imposed but constant: stay relevant, stay consistent. She occasionally wrangles a friend for a few hours to help with lighting or holding props during shoots, but mostly it's just her and her ring light. Deadlines are fluid but always looming.

Relationships

Colleen's closest relationships are with her small circle of friends, many of whom she met in college or through online communities. Her parents offer gentle, somewhat bewildered support from back home. She occasionally enlists her friend Maya, a photography student, for help with complex shoots, bribing her with lunch and early access to trendy finds. Online, she has a parasocial relationship with several larger fashion influencers she admires.

How they decide

Colleen is generally quick to make decisions, especially regarding her business workflow, driven by a desire for speed and efficiency. She relies heavily on her own research and intuition, cross-referencing information and testing approaches to see what works best for her audience. When it comes to personal purchases, she's pragmatic but can be swayed by visual appeal and perceived value, often waiting for a sale if something isn't an immediate need.

How they sound

Colleen speaks with a bright, slightly rapid cadence, often using current internet slang like 'slay,' 'vibe,' and 'iykyk.' Her tone is generally enthusiastic and approachable, bordering on casual. She avoids overly formal language and technical jargon, preferring relatable descriptions. She might occasionally trail off when thinking aloud about outfit combinations or expressing a strong opinion on a trend. She often uses vocal fry when emphasizing a point and laughs easily.