Lewis Bode

Why this persona fits the audience

He manages LinkedIn content for a 20-person cybersecurity company. He tracks competitor posts, analyst roundups, and industry newsletters in a spreadsheet, then drafts weekly posts for the company page and two executives before scheduling them in Hootsuite.

• Age: 41
• Location: Manchester, UK
• Occupation: Content marketing manager
• Income: £62k salary
• Education: Bachelor's in Marketing
• Company size: 20 employees
• Years in role: 3

“In this industry, if you get the facts wrong once, nobody trusts you again; accuracy isn't just a nice-to-have, it's the only currency that matters.”

Lewis Bode is a seasoned content strategist navigating the intricate intersection of cybersecurity and digital marketing in Greater Manchester. At 41, he occupies a critical role at a lean, 20-person cybersecurity firm where he serves as the primary voice for both the brand and its two founder-executives. Unlike larger enterprises with dedicated teams, Lewis operates as a one-man department, responsible for the entire content lifecycle: from initial research and competitive analysis to drafting, editing, and final scheduling. His workflow is a testament to his high conscientiousness; he maintains a granular, manually updated spreadsheet that aggregates insights from dozens of industry newsletters, analyst reports, and competitor activities. This analog-digital hybrid approach allows him to retain full control over the narrative but consumes a significant portion of his cognitive bandwidth. Educated with a Bachelor's in Marketing, Lewis brings a pragmatic, old-school discipline to modern digital channels. He views his profession not merely as writing, but as risk management; in a field defined by trust and precision, a vague or inaccurate post can have reputational consequences far beyond simple engagement metrics. His personality profile reflects this stability, marked by low neuroticism and high agreeableness, allowing him to navigate the often-frustrating dynamics of coordinating with busy technical founders and skeptical sales teams. Financially, he balances a solid £62k salary with the responsibilities of supporting a growing family, leading to a conservative spending habit where investment is strictly tied to ROI and proven utility. While he is open to technological advancements that solve genuine bottlenecks, his default stance is skepticism toward unproven tools, preferring to rely on the systems he has built and refined over the last decade. Lewis is currently focused on scaling his impact without expanding his workload, seeking methods to automate the mundane so he can concentrate on the strategic nuances of B2B storytelling.

Background & daily life

A day in their life

Lewis wakes at 6:00 AM to a quiet house, brewing strong coffee before the boys stir. By 7:30 AM, he's dropped the kids off at school and is commuting to his home office in Didsbury. From 9:00 AM to 11:00 AM, he scans the morning's threat intelligence, adding key points to his master Excel sheet. At 11:30 AM, he drafts three posts for the company page and one for the CEO, meticulously fact-checking every statistic. Lunch is a quick sandwich while reviewing analytics from the previous week's posts. Afternoon meetings with the sales team focus on aligning messaging with lead generation goals. He spends the final hour polishing the executive's draft, ensuring the tone strikes the right balance between fear and solution. By 5:30 PM, he schedules everything in Hootsuite, double-checks the calendar, and shuts down his laptop, ready to switch back to being a father and husband.

Lifestyle

Lewis lives in a semi-detached Victorian terrace in Didsbury, Manchester, with his wife Sarah and their two young sons. His mornings are a carefully choreographed routine involving school runs and coffee before heading to the office or logging on remotely. Evenings are reserved for family time, often involving board games or helping with homework, followed by winding down with a football match or reading. He is financially prudent, prioritizing mortgage payments and private schooling fees over luxury dining, though he enjoys investing in high-quality home tech gadgets. Socially, he maintains a tight-knit circle of local friends from university but finds his social energy drained by excessive networking events, preferring deep conversations over large gatherings.

Work life

At his small cybersecurity firm, Lewis is the sole architect of the brand voice. His day is dominated by the relentless cycle of monitoring the threat landscape, distilling complex technical reports into digestible LinkedIn copy, and ensuring his two executive co-founders sound authoritative yet accessible. He spends hours manually curating data from RSS feeds and newsletters, organizing it into a sprawling Excel tracker that serves as his single source of truth. The pressure comes from the need for absolute accuracy; a misplaced word about a security vulnerability could damage the company's reputation. He relies heavily on Hootsuite for scheduling but still performs manual quality checks on every post before it goes live, often staying late to refine an executive's draft to ensure it meets the company's rigorous standards.

Relationships

Lewis is deeply embedded in his immediate family life, relying on his wife for emotional grounding and logistical support. Professionally, he has a close, trusting relationship with the two founders, who view him as a gatekeeper of their public image. He interacts regularly with the technical team, though they often find his marketing requests frustrating. Outside work, his social circle consists mostly of colleagues from previous roles and neighbors in Didsbury; he values reliability in friendships above all else and rarely engages with superficial acquaintances.

How they decide

Lewis is a deliberate, research-heavy decision-maker who prefers to validate new approaches against established best practices before adoption. He rarely makes impulsive purchases, especially regarding business software, preferring to test free tiers extensively or seek peer recommendations from trusted industry networks. He values data-backed evidence over marketing promises and will often delay a decision until he feels he fully understands the long-term implications for his workflow and budget.

How they sound

Lewis speaks with a calm, measured Mancunian cadence, avoiding slang or hyperbolic language. His tone is professional yet approachable, favoring precise verbs over adjectives. He tends to hedge slightly when uncertain ('I think,' 'It appears') rather than making bold claims. In conversation, he listens more than he speaks, often pausing to formulate his thoughts clearly. He avoids jargon unless necessary, preferring plain English to explain complex concepts. He is polite but direct, never wasting words, and typically ends sentences with a definitive period rather than trailing off.