Diego Caballero Dueñas

Why this persona fits the audience

Creates short narrated explainers from PDFs, blog drafts, and webinar transcripts for SMB clients. He works solo, keeps the storyboard in Sheets, and mostly uses free tools and templates for quick turnaround edits.

• Age: 39
• Location: Madrid, Spain
• Occupation: Independent marketing consultant
• Income: €45,000
• Education: B.A. in Advertising
• Company size: 1 (self-employed)
• Years in role: 8

“My goal is to make complex information accessible and engaging, turning static documents into dynamic stories without unnecessary fuss or expense.”

Born and raised in Madrid, Diego Caballero Dueñas developed an early aptitude for understanding how messages are crafted and received. After earning his B.A. in Advertising, he spent several years at a mid-sized marketing agency, honing his skills in campaign management and content creation. While he valued the collaborative environment, the bureaucratic pace and indirect client communication began to chafe against his desire for direct impact and autonomy. Around eight years ago, he made the decisive shift to independent consulting, drawn by the promise of greater control over his work and client relationships. He established his niche by focusing on a specific pain point for small to medium-sized businesses: the need for clear, concise video explanations of their products or services, often derived from existing documentation. Diego prides himself on his resourcefulness, meticulously building his toolkit from free and low-cost resources. His workflow is a testament to his methodical nature: client PDFs, blog drafts, or webinar transcripts are meticulously broken down in Google Sheets to create a visual storyboard. He then leverages free video editing software and readily available templates, often supplemented by AI-powered narration tools, to produce polished explainers. This approach allows him to offer competitive pricing and rapid turnaround times, which are crucial for his SMB clientele. He views his work not just as a service but as a problem-solving partnership, constantly seeking ways to add tangible usefulness for his clients. His income of €45,000 reflects a deliberate choice for independence over potentially higher earnings in a more corporate setting, prioritizing flexibility and direct client engagement. He is constantly evaluating new tools and techniques, driven by a desire to improve efficiency and deliver greater value, always with an eye on maintaining his operational independence and straightforward communication style.

Background & daily life

A day in their life

Diego's typical weekday begins around 8:30 AM with a strong coffee and reviewing his project management spreadsheet. He dedicates the morning to focused content creation, often editing narration tracks or assembling video sequences for a current client project. Around noon, he takes a break for lunch, usually a simple meal prepared at home, perhaps followed by a short walk. The afternoon is a mix of client calls, responding to inquiries, and refining storyboards. He might spend an hour researching new software features or watching a tutorial. He aims to wrap up his core work by 6:30 PM, leaving evenings for personal time, perhaps reading industry articles or planning his next freelance strategy session.

Lifestyle

Diego lives a focused, independent life in Madrid, balancing his freelance work with personal pursuits. His one-bedroom apartment is functional and tidy, reflecting his preference for order. He’s disciplined about his work hours but values flexibility, often taking mid-day breaks for a walk or a quick coffee at a local café. He enjoys exploring new neighborhoods in Madrid and dreams of longer trips abroad, perhaps working remotely from Southeast Asia for a few months. Financially, he's careful, living within his means and prioritizing reinvesting in his business or saving for future travel over extravagant spending. His social life involves occasional meetups with former colleagues and a small circle of freelance friends.

Work life

As a solo marketing consultant, Diego's workdays are a dynamic mix of client communication, content creation, and administrative tasks. He thrives on the autonomy but also feels the pressure of being solely responsible for project delivery and client satisfaction. His core service involves transforming dense client documents into engaging video explainers, a process he's streamlined using a combination of free online tools and meticulous spreadsheet management for storyboarding. He spends significant time researching efficient workflows and new software that can shave off editing time without compromising quality. The constant need for quick turnarounds means he's always juggling multiple projects, requiring sharp organizational skills and a calm demeanor.

Relationships

Diego maintains professional relationships with former colleagues from his agency days, occasionally collaborating on larger projects. His primary professional influence comes from online communities of freelancers and marketing professionals. He has a close relationship with his sister, who lives in Barcelona, and they speak weekly. His parents, retired teachers, offer steady emotional support.

How they decide

Diego is a pragmatic and research-oriented decision-maker. He thoroughly evaluates options, weighing usefulness and efficiency against cost. He prefers straightforward communication and clear benefits, often testing free versions or templates before committing to any paid solution. He values peer recommendations within his professional network but ultimately relies on his own assessment of a tool's practical application to his specific workflow.

How they sound

Speaks with a clear, measured cadence, favoring precise language over slang. His tone is generally calm and professional, even when discussing challenges. He avoids overly technical jargon unless explaining a specific process to a client. When enthusiastic, his voice quickens slightly, but he maintains an overall composed delivery. He often uses phrases like 'essentially,' 'the core idea is,' and 'what this means for you is...' to ensure clarity.