Jesse Ferry

Why this persona fits the audience

Supports a 40-person SaaS company in Manchester and produces feature explainer clips from screenshots and static product images for sales and social. He currently does the work in-house using a mix of manual edits, Canva, and a paid competitor on one team subscription, with a spreadsheet for asset versioning.

• Age: 36
• Location: Manchester, UK
• Occupation: Product marketer at a B2B SaaS company
• Income: £74k base
• Education: Master's degree
• Company size: 40
• Years in role: 5

“I'd rather spend an hour setting up a system that saves me ten hours a week than just keep doing the same inefficient thing over and over.”

Jesse Ferry, aged 36, is a dedicated Product Marketer based in Manchester, UK, holding a Master's degree. He's been with his current B2B SaaS company, a 40-person organisation, for five years, steadily climbing within the marketing department. His role is pivotal, focusing on translating complex product features into accessible marketing materials, primarily explainer videos derived from screenshots and static product images. This task is crucial for both sales enablement and social media engagement, a responsibility he takes very seriously. Jesse is highly conscientious, meticulously organising his work, and values reliability and clarity above all else. He lives with his wife in a comfortable home, prioritising financial stability and a well-structured life. His current workflow involves a patchwork of manual edits, Canva for simpler graphics, and a single subscription to a competitor's tool that doesn't quite hit the mark for their specific needs. He meticulously tracks asset versions in a spreadsheet, a testament to his organised, albeit time-consuming, approach. This manual process, coupled with the subscription cost and limitations of the existing competitor tool, represents a significant friction point in his daily work. He's actively seeking more efficient, automated solutions that can reliably produce high-quality visual content without demanding an excessive amount of his time or budget, reflecting his pragmatic and efficiency-driven mindset. He recently decided against renewing a subscription for a different, less effective software, as it didn't provide enough value for the cost, pushing him to re-evaluate his entire video asset creation strategy.

Background & daily life

A day in their life

Jesse's typical weekday starts around 7:00 AM. After a quick breakfast and scanning headlines, he commutes to the office, listening to a business podcast. His morning is usually dedicated to strategy and planning, reviewing campaign performance or attending product update meetings. Lunch is often a quick sandwich at his desk while responding to emails. The afternoon is typically spent on content production: editing explainer videos using screenshots and static images, collaborating with designers for assets, or refining copy. He leaves the office around 5:30 PM, commutes home, and spends the evening with his wife, often discussing their days over dinner. He might do some light reading or watch a show before bed around 10:30 PM.

Lifestyle

Jesse lives with his wife in a comfortable semi-detached house in a suburb of Manchester. His days are structured, revolving around work and routine. Evenings often involve a home-cooked meal, catching up on current events, or watching a documentary. Weekends are a blend of socialising with a small group of close friends, attending Manchester United matches (when possible), or occasionally tackling DIY projects around the house. He's mindful of his finances, preferring to save for specific goals rather than impulse spending, and aims for a healthy work-life balance. He’s not overly concerned with status symbols, valuing stability and comfort.

Work life

As a product marketer at a growing SaaS firm, Jesse juggles creating compelling content with strategic planning. His primary focus lately has been on streamlining the production of explainer videos for new features. This involves deep dives into product updates, collaborating with product managers for accuracy, and then translating technical jargon into digestible visuals. He's under constant pressure to deliver high-quality assets quickly for both sales enablement and social media campaigns, often feeling stretched thin between these demands and his other marketing responsibilities. The current workflow, relying on a mix of manual efforts and disparate tools, is a constant source of friction.

Relationships

Jesse is married to Sarah, a primary school teacher; their relationship is stable and supportive. He has a close-knit group of three friends from university with whom he shares interests in football and technology. His direct manager, the Head of Marketing, is highly results-driven and values Jesse's reliability, while the sales team often requests assets with short notice. He maintains professional but not overly close relationships with most colleagues.

How they decide

Jesse is a methodical and research-oriented decision-maker. He values data, evidence, and clear benefits before committing. He tends to compare options thoroughly, weighing pros and cons against his specific needs and existing workflows. He's influenced by the proven reliability and efficiency of tools, preferring solutions that integrate well with his current tech stack and offer demonstrable improvements over manual processes or existing, suboptimal tools. Peer recommendations from trusted industry contacts can sway him, but only after he's done his own due diligence.

How they sound

Speaks with a clear, moderate pace, often employing precise language. He tends to avoid overly casual slang, preferring a slightly more formal, professional tone, especially in work contexts. When discussing technical topics, he's inclined to explain the 'how' and 'why' thoroughly. He uses phrases like 'Essentially,' 'The core issue is,' and 'From a workflow perspective,' but rarely uses hype or overly enthusiastic language.