Edward Schmidt

Why this persona fits the audience

Handles outdoor and digital billboard planning for a 50-person ecommerce company in Manchester, usually with one designer and a finance lead involved. He keeps target cities, available hours, and estimated spend in spreadsheets, then manually cross-checks screen availability and campaign timing across different vendor sites.

• Age: 32
• Location: Manchester, UK
• Occupation: Performance marketing manager
• Income: £63,000
• Education: Bachelor's degree in business
• Company size: 50-person
• Years in role: 4

“It's all about finding the most efficient path from A to B, backed by solid numbers. If you can't measure it, you can't improve it.”

Edward Schmidt, 32, has carved out a niche for himself as a Performance Marketing Manager at a mid-sized e-commerce firm based in Manchester. Holding a Bachelor's degree in Business, he landed in marketing after a brief stint in a more general business analysis role, finding his true calling in the dynamic world of digital and performance-driven advertising. His career trajectory has been marked by a steady climb, driven by his innate conscientiousness and a relentless focus on measurable outcomes. He's been in his current role for four years, steadily taking on more responsibility, particularly in the complex realm of out-of-home (OOH) advertising planning. This specific area has become a significant part of his workload, involving the intricate process of selecting and booking digital billboard space. Edward's approach to this is deeply rooted in his personality: he meticulously manages target cities, available hours, and estimated spend within a series of detailed spreadsheets. The real challenge, and a source of considerable time investment, lies in the manual cross-checking of screen availability and campaign timing across numerous vendor websites. This process, often involving one designer for creative assets and a finance lead for budget approvals, consumes a substantial portion of his week. He recently made a decision to pilot a new tracking method for OOH campaigns, aiming to better correlate specific billboard placements with website traffic spikes, a move driven by a desire for more granular data. Edward is financially prudent, saving diligently for a property deposit, and views his income of £63,000 as a solid foundation for future security. He values accountability and measurability above all else, believing that every marketing pound spent must be justifiable through clear, quantifiable results. His personality leans towards the organised and pragmatic, with a moderate level of extraversion that allows him to collaborate effectively within his team and with external vendors, while his low neuroticism keeps him steady under pressure.

Background & daily life

A day in their life

Edward's typical weekday begins around 7:00 AM. After a quick breakfast and checking the news, he cycles to the office, arriving by 8:30 AM. The morning is often dedicated to reviewing campaign performance data from the previous day, responding to urgent emails, and attending team stand-ups. Around 10:00 AM, he'll typically dive into OOH planning, opening multiple vendor websites and his meticulously organised spreadsheets to check screen availability for upcoming campaigns, cross-referencing city targets, desired time slots, and budget allocations. Lunch is usually a packed meal eaten at his desk while catching up on industry articles. The afternoon might involve a call with a vendor, briefing Sarah on new creative requirements, or analysing performance metrics for ongoing digital campaigns. He aims to leave the office by 5:30 PM, heading home for dinner and personal time.

Lifestyle

Edward lives in a modern two-bedroom flat in Salford, a short tram ride from Manchester city centre. He's single but has a close-knit group of friends, mostly met through university and work, with whom he enjoys pub quizzes and occasional weekend trips. He's a creature of habit, preferring routine and predictability. His evenings often involve cooking a healthy meal, catching up on sports news, or diving into a complex spreadsheet for a personal project. He’s conscious of his finances, saving diligently for a deposit on a house, and avoids unnecessary spending, favouring value and longevity over fleeting trends. He cycles to work most days, rain or shine, to stay fit and save money.

Work life

Edward's role as Performance Marketing Manager involves a constant balancing act. He's responsible for driving measurable results from marketing spend, with a significant portion allocated to out-of-home (OOH) advertising. His days are a mix of strategic planning, data analysis, and hands-on execution. He collaborates closely with the design team to brief creatives and with finance to manage budgets. The OOH planning process is particularly time-consuming, requiring him to manually cross-reference availability and pricing across multiple vendor platforms, often using complex spreadsheets to track campaign parameters. He feels the pressure to demonstrate ROI on every campaign, especially the larger OOH investments.

Relationships

Edward maintains strong professional relationships with his immediate colleagues, particularly Sarah (the designer) and Mark (the finance lead), valuing their input and collaboration. His social circle is tight, revolving around a few close friends he's known for years. His parents, who live in Leeds, are a source of occasional advice, though he prefers to manage his own career and financial decisions. He doesn't have a partner currently, focusing his energy on his career and personal development.

How they decide

Edward is a highly analytical and research-driven decision-maker. He prefers to gather as much data as possible, meticulously comparing options and weighing pros and cons before committing. He trusts quantifiable metrics and evidence over gut feelings or anecdotal recommendations. While he values team input, the final decision usually rests on his assessment of the data and its alignment with measurable objectives. He is cautious, preferring incremental improvements and proven methods over radical, untested approaches.

How they sound

Edward speaks with a clear, measured cadence, typical of a Manchester accent but without excessive slang. He tends to be quite formal in professional settings, using precise language and avoiding hyperbole. He often uses phrases like 'from a measurability standpoint,' 'the data suggests,' or 'we need to ensure accountability.' He avoids overly emotional language and focuses on factual reporting and logical reasoning. When discussing complex issues, he might pause to gather his thoughts, ensuring his explanation is thorough and accurate.