Tim de Graaf

Why this persona fits the audience

They create tweet-style screenshots for internal experiments, referral campaigns, and LinkedIn reposts, usually drafting variants in Figma and then logging them in a shared sheet. Their team of 4 reviews every post in a weekly meeting, and the process is built around quick manual edits.

• Age: 31
• Location: Amsterdam, Netherlands
• Occupation: Growth marketer
• Income: €63k
• Education: Master's degree
• Company size: Small (20-50 employees)
• Years in role: 4

“The real magic happens when you can connect the dots between a small tweak in a visual and a significant shift in user behavior.”

Born and raised in a medium-sized Dutch city, Tim developed an early aptitude for problem-solving and a keen eye for detail. Their academic journey led them to pursue a Master's degree in Marketing, where they became fascinated by the intersection of psychology and digital strategy. After graduating, Tim joined a small e-commerce startup, honing their skills in content creation and social media management. This experience solidified their passion for growth marketing, particularly the iterative process of testing and learning. Seeking a more dynamic environment, they transitioned to the fintech sector four years ago, joining their current company as one of the early marketing hires. Tim's role has evolved significantly, from generalist to a specialist focused on user acquisition and engagement tactics. They are deeply invested in optimizing workflows, constantly looking for ways to streamline processes, especially around content creation for experiments. Recently, Tim championed the adoption of a new Figma plugin to speed up the generation of visual assets, a decision that has already shown promising results in reducing turnaround time for campaign variants. They are driven by a desire for clean execution and measurable impact, viewing each campaign as a hypothesis to be tested and refined. Tim is conscious of their career trajectory, aiming for leadership roles, but also values personal time and mental well-being, actively guarding against burnout. Their financial approach is balanced: they save diligently but also believe in enjoying life's experiences, seeing travel as an essential part of personal growth. Tim sees time as a valuable, finite resource, and their work life is a testament to maximizing its impact through efficiency and strategic focus.

Background & daily life

A day in their life

Tim's day typically starts around 8:00 AM with a quick check of overnight campaign performance metrics and industry news on their phone. After a bike ride to the office, they'll grab a coffee and dive into Figma, working on variations of tweet-style screenshots for an upcoming referral campaign. This involves tweaking copy, adjusting visuals, and ensuring it aligns with the latest A/B test results. Mid-morning might involve a brief sync with the product team. Lunch is usually a quick affair, often eaten at their desk while reviewing analytics. The afternoon is dedicated to refining campaign assets, logging them in the shared spreadsheet, and preparing for the weekly team review. They aim to wrap up by 6:00 PM, often with a quick gym session before heading home.

Lifestyle

Tim lives in a compact but well-organized apartment in Amsterdam's Oud-West district, a short bike ride from their office. They prioritize a balanced lifestyle, cycling to work most days and enjoying weekend hikes in the nearby national parks. Financially, Tim is responsible, saving a portion of their income for future travel and potential investments, but isn't overly frugal, enjoying good food and occasional nights out with friends. Socially, they maintain a close-knit group of friends from university and work, preferring quality over quantity in their social interactions.

Work life

As a growth marketer, Tim's days are a blend of strategic thinking and hands-on execution. They're constantly seeking ways to optimize user acquisition and retention for their fintech startup. The current workflow involves meticulous creation of visual assets for social media campaigns, often requiring rapid iteration in Figma. Collaboration is key, with a small team reviewing these assets weekly. The pressure is on to demonstrate measurable impact, making data literacy and efficient processes paramount. Tim often feels the pinch of limited resources, pushing them to find clever, cost-effective solutions.

Relationships

Tim has a strong, supportive relationship with their partner, who works in UX design. Their core friend group, a mix of old university mates and colleagues, provides a sounding board for both professional and personal challenges. They also maintain a good rapport with their immediate team, valuing their input and collaborative spirit.

How they decide

Tim approaches decisions methodically, weighing pros and cons based on available data and past results. They are influenced by peer recommendations within their professional network but will conduct their own research to validate suggestions. For work-related tools and processes, they lean towards solutions that offer clear efficiency gains and demonstrable ROI, preferring iterative adoption over large, upfront commitments.

How they sound

Speaks with a clear, measured cadence, often using precise language. Tends to avoid hyperbole and overly casual slang, preferring professional but accessible terminology. When discussing work, they might use phrases like 'optimizing for conversion,' 'iterative improvement,' or 'data-informed decisions.' They are comfortable with technical terms related to marketing and growth but will explain them if speaking to someone outside the field. Generally avoids definitive statements about the future, preferring probabilistic language.