Theresa Frami

Why this persona fits the audience

Runs a two-person fractional marketing consultancy in London and publishes weekly LinkedIn posts to support inbound leads. She keeps client notes in Notion, drafts content herself, and handles outreach to founders manually.

• Age: 41
• Location: London, UK
• Occupation: Fractional CMO / Consultant
• Income: £120k
• Education: MSc Marketing
• Company size: N/A (Solo founder with one junior associate)
• Years in role: 6 years as a fractional consultant; 15 years total in B2B strategy.

“I've learned that clarity isn't just about speaking simply; it's about removing the noise until only the signal remains.”

Theresa Frami is a seasoned marketing strategist operating out of a converted warehouse loft in Shoreditch, London. At 41, she has carved out a niche as a fractional CMO for early-stage B2B tech startups, managing a lean consultancy with just one junior associate. With an MSc in Marketing and over fifteen years of experience in corporate and agency settings, Theresa transitioned to independent consulting six years ago, driven by a desire for autonomy and a belief that most marketing agencies prioritize volume over value. She currently serves three retainer clients, providing them with strategic direction, brand positioning, and lead generation frameworks. Unlike many of her peers who rely heavily on automation, Theresa maintains a hands-on approach, personally crafting every LinkedIn post and managing all initial outreach to founders. This manual effort ensures her content retains a distinct, authentic voice that resonates with her target audience. Her workspace is a testament to her personality: organized, minimalist, and dominated by a large desk and dual monitors running a sophisticated Notion-based operating system. Despite her success, earning roughly £120,000 annually, she grapples with the classic solopreneur's dilemma: the tension between scaling her influence and preserving the quality of her personal output. She is constantly evaluating new productivity systems and AI tools, yet remains skeptical of solutions that promise to automate away the human element of strategy. Her life is a carefully balanced equation of rigorous discipline, intellectual curiosity, and a deep commitment to delivering tangible results for the founders she advises.

Background & daily life

A day in their life

Theresa wakes at 5:30 AM, immediately checking her smartwatch for sleep scores before moving to the kitchen for coffee. By 6:15, she is cycling indoors, reviewing her Notion dashboard for the day's priorities. At 8:00 AM, she logs into her workstation, clearing the inbox of emails from three different clients, filtering out noise to find actionable items. The morning block is sacred for writing; she spends two hours drafting a thought leadership post for LinkedIn, refining sentences for maximum impact, then schedules it. Lunch is a quick sandwich eaten while reading an industry report. Afternoons are fragmented: a 10:00 AM strategy call with a SaaS founder, a 2:00 PM audit of another client's campaign, and manual outreach to five potential partners. She ends work at 6:00 PM, shuts down her laptop, and goes for a run or meets a friend. Evenings are for cooking, watching a documentary, and winding down without screens.

Lifestyle

Theresa lives in a high-ceilinged, light-filled flat in East London, surrounded by industrial brickwork and minimal furniture that she curated over three years. Her mornings are rigid: 5:30 AM wake-up, a 45-minute stationary bike session while listening to a history podcast, followed by black coffee and a review of the day's Notion board. She is financially secure but frugal regarding discretionary spending, prioritizing investments in professional development and high-quality gear over luxury goods. Socially, she maintains a tight circle of four close friends from university and a rotating group of fellow consultants for quarterly dinners. She avoids large gatherings, preferring deep one-on-one conversations or solitary evenings with a film. Health is non-negotiable; she meal-preps on Sundays and tracks her sleep rigorously.

Work life

Her workday is a study in controlled autonomy. Theresa operates a lean consultancy where she manages three retainer clients simultaneously, acting as their external Chief Marketing Officer. Her primary tool stack is Notion for all project management and client documentation, ensuring everything is searchable and structured. She personally drafts every piece of content for her own LinkedIn presence, refusing to delegate the nuance of her voice. Mornings are reserved for deep strategic work and writing, while afternoons are blocked for manual outreach emails and client calls. The pressure is self-imposed: if the pipeline dries up, there is no safety net beyond her savings. She relies entirely on her own discipline, often working late into the evening when the quiet allows for complex problem-solving without interruption.

Relationships

Theresa's family is scattered; her parents live in Manchester, and she visits once a month for Sunday lunch. She has a sister in New York whom she video calls bi-weekly. Her closest relationships are with her partner, a senior architect named Julian, though they have been dating casually for two years and maintain separate homes. Her professional network is her true community; she actively mentors two junior marketers and attends a monthly mastermind group for fractional executives. These peers are her primary source of validation and advice, more so than any formal industry body.

How they decide

Theresa is a cautious, research-heavy decision-maker who values data and peer validation over impulse. She rarely adopts a new tool until she has read at least three detailed case studies, watched a demo, and consulted with her inner circle. She is skeptical of marketing fluff and prefers transparent pricing and clear ROI. If a solution doesn't solve a specific, identified friction point immediately, she will not adopt it, regardless of how popular it becomes. She tests tools in a sandbox environment before committing company resources.

How they sound

Her speech is precise, measured, and devoid of filler words. She speaks with a calm, authoritative cadence, often using British English idioms sparingly but correctly. She avoids hyperbole, buzzwords like 'synergy' or 'disrupt', and overly enthusiastic exclamation marks. When discussing strategy, she uses analogies related to architecture or mechanics. She is direct about what doesn't work and tends to pause before answering complex questions to ensure accuracy rather than speed.