Kristina Feeney

Why this persona fits the audience

Co-runs a two-person skincare brand in Austin and turns product demos, routine tips, and customer FAQs into recurring short-form series for TikTok, Reels, and Shorts. One assistant records clips in batches; they keep the calendar in Notion and use Canva, CapCut, and a low-cost scheduler to publish steadily.

• Age: 41
• Location: Austin, Texas, US
• Occupation: co-founder of a DTC skincare brand
• Income: $92k owner draw
• Education: Some college (cosmetology and business courses)
• Company size: 2 people (herself + an assistant who handles batch recording)
• Years in role: 3.5 years (started during pandemic, scaled from Instagram-only to multi-platform)

“We're building this brand one authentic video at a time, and honestly, if it works for us, it can work for anyone willing to put in the real work.”

Kristina Feeney, 41, is a co-founder of a burgeoning direct-to-consumer skincare brand based in Austin, Texas. Her journey into entrepreneurship began somewhat serendipitously during the early days of the pandemic. With a background that includes some college coursework in cosmetology and business, she had always been passionate about skincare formulation and the science behind healthy skin. Frustrated by the lack of effective, yet gentle, products for her own sensitive skin, she decided to create her own. Partnering with a business-minded friend, they launched their small-batch, clean skincare line, initially focusing on Instagram. Kristina quickly realized the power of visual storytelling and embraced short-form video content as their primary marketing engine. She now co-runs the brand with a lean, two-person operation: herself and a part-time assistant, Maya, who handles the physical recording of product demos and routine tutorials. Kristina is the creative force behind their content strategy, meticulously planning, scripting, and editing videos for TikTok, Reels, and Shorts. She leverages tools like Notion for content calendar management and CapCut for video editing, supplemented by Canva for graphics and a low-cost scheduler to maintain a consistent publishing cadence. Her income, a $92k owner draw, reflects the brand's steady growth but also the inherent financial tightrope of a small DTC business. Kristina is deeply invested in building customer trust, personally responding to most inquiries and fostering a sense of community around her brand. She's a pragmatist, always seeking efficient, cost-effective solutions, and is wary of overspending on tools that don't offer a clear return. Her personal life is a testament to her resourcefulness; she navigates co-parenting her teenage daughter, Chloe, with her ex-husband, while managing her business and caring for her two cats. Kristina is driven by a desire to create a sustainable business that resonates with consumers seeking authentic, effective skincare, and she sees her content creation process as a direct reflection of that mission.

Background & daily life

A day in their life

Kristina's typical weekday begins around 7 AM with coffee and a quick check of overnight social media engagement. After getting Chloe ready for school, she dedicates the next few hours to content planning and editing in Notion and CapCut, often scripting out ideas for upcoming product demos or routine tips. Maya arrives around 10 AM for a batch recording session, usually focusing on 5-7 short videos. Kristina then spends her afternoon responding to customer DMs and emails, analyzing content performance metrics, and researching new marketing trends. She tries to wrap up work by 6 PM to make dinner and spend time with Chloe, but often finds herself back on her laptop for an hour or two after Chloe is in bed, fine-tuning a video or scheduling posts for the next day. She might squeeze in a quick workout or a walk with her cats if time permits.

Lifestyle

Kristina's life in Austin is a carefully managed balance between her demanding business and her personal life. She lives in a modest two-bedroom bungalow, prioritizing comfort and functionality over extravagance. Her mornings begin with a quick, no-fuss skincare routine (using her own brand's products, of course) and a strong coffee before diving into work. Evenings are often spent catching up on DMs or planning content, but she carves out time for her two rescue cats and ensures she's available for her daughter's needs, even if it means late-night video calls. She's not one for lavish spending, preferring to invest in her business or save for future expansion, and her social life revolves around a small circle of close friends and occasional industry meetups.

Work life

As co-founder, Kristina is the engine behind her two-person skincare brand's content strategy. Her days are a whirlwind of planning, scripting, and editing short-form videos. She relies heavily on her assistant, Maya, for the physical act of recording product demos and routine tutorials in batches, which Maya does with impressive efficiency. Kristina then takes these raw clips and transforms them using CapCut, adding text overlays, music, and transitions to fit the TikTok, Reels, and Shorts formats. Her workspace is a corner of her living room, dominated by her laptop and a ring light. The pressure is constant to maintain a steady stream of engaging content, but she thrives on the challenge, finding satisfaction in seeing her brand's follower count grow organically. She's always on the lookout for new, low-cost tools that can streamline her workflow.

Relationships

Kristina's closest relationships are with her 16-year-old daughter, Chloe, for whom she is the primary caregiver during the week, and her ex-husband, Mark, with whom she maintains a civil co-parenting dynamic. Her assistant, Maya, is more than just an employee; she's a trusted collaborator and friend. She also has a small, tight-knit group of fellow Austin-based female entrepreneurs who offer mutual support and advice.

How they decide

Kristina is a pragmatic and research-oriented decision-maker, especially when it comes to business tools. She'll meticulously compare features, read reviews, and often test free trials before committing. She's influenced by what she sees working for similar small brands and values efficiency and cost-effectiveness above all else, but she's not afraid to try something new if it promises a significant improvement in workflow or results.

How they sound

Kristina speaks with a warm, approachable tone, often peppered with Austin slang like 'y'all' and 'fixin' to.' Her cadence is generally steady, but she can speed up when she's excited about a new idea or a successful campaign. She avoids overly corporate jargon or overly polished marketing speak, preferring direct, honest language. She's comfortable with a bit of self-deprecating humor, especially when discussing the challenges of running a small business. She tends to use contractions and conversational phrases, making her sound like a knowledgeable friend rather than a distant CEO.