Sena van Wijk

Why this persona fits the audience

Handles organic content planning at a 10-person B2B startup in Amsterdam. She uses GA4, Search Console, and a running spreadsheet of ideas to choose topics, and she has not personally purchased an SEO planning product before.

• Age: 27
• Location: Amsterdam, Netherlands
• Occupation: Growth marketer
• Income: €62k
• Education: MSc in Communication Science
• Company size: 10 people
• Years in role: 2 years

“Every piece of content is an experiment, and the data is always telling us something – we just need to listen closely enough.”

Sena van Wijk grew up in a Dutch family that valued education and practical skills. Her fascination with how things work, particularly in the digital realm, led her to pursue a Master's in Communication Science, where she specialized in digital marketing and data analysis. Early in her career, she gravitated towards the dynamic environment of startups, recognizing the opportunity for direct impact and rapid learning. She joined her current B2B company two years ago, initially focusing on social media before taking full ownership of the organic content strategy. Her approach is deeply rooted in data, meticulously analyzing performance metrics in GA4 and Google Search Console. She maintains a comprehensive, ever-evolving spreadsheet of content ideas, potential topics, and keyword opportunities, which serves as the backbone of her planning. Sena is driven by a desire for autonomy and the satisfaction of seeing her strategies translate into tangible growth, constantly seeking more efficient ways to leverage available tools. She views her current role as a crucial learning ground, embracing the challenges of a lean startup budget and limited resources as opportunities for creative problem-solving and experimentation. Her personal finances are managed with a similar analytical approach; she saves diligently but isn't afraid to invest in courses or resources that promise a high return on learning or efficiency, all while maintaining a keen eye on the value proposition.

Background & daily life

A day in their life

Sena's typical weekday starts around 7:30 AM with coffee and a quick scan of industry news and her company’s performance dashboards. By 9 AM, she's at her desk, reviewing GA4 data for the previous day's content performance, identifying trends, and noting any anomalies. Mid-morning involves a team stand-up, followed by dedicated time for content ideation, where she mines her spreadsheet for promising topics, cross-referencing with Search Console queries and competitor content. Afternoons are often spent drafting content briefs, collaborating with a freelance writer, or experimenting with new AI prompts for content optimization. She wraps up her day around 6 PM, often cycling home through the city, mentally preparing for the next day's tasks.

Lifestyle

Sena lives in a compact but well-organized apartment in Amsterdam's Oud-West district, a short bike ride from her office. Her evenings are a mix of cooking simple, healthy meals, catching up on industry podcasts or online courses, and occasional social outings with friends. She values her independence and enjoys exploring new neighborhoods on her bike or visiting local markets on weekends. While mindful of her spending, she prioritizes experiences and learning opportunities over material possessions. She’s active, often walking or cycling, and tries to maintain a balanced routine despite the demands of her job.

Work life

As the sole person managing organic content at her B2B startup, Sena juggles strategy, planning, and execution. Her days are a blend of deep-dive analytics sessions in GA4 and Search Console, brainstorming new content ideas (currently logged in a robust spreadsheet), and collaborating with the small marketing team on campaign briefs. The pressure to demonstrate measurable growth with limited resources is constant. She thrives on the autonomy but sometimes feels the weight of responsibility, wishing for more specialized support for SEO strategy. Coworkers are generally supportive but often focused on their own departments.

Relationships

Sena maintains close ties with her university friends, many of whom are also in demanding roles within Amsterdam's tech scene. Her parents, supportive but not involved in her field, live in a smaller town outside the city. Her direct manager, the Head of Marketing, is her primary professional influencer, valuing her initiative and data-driven approach.

How they decide

Sena leans towards a research-heavy and analytical decision-making style, especially for professional tools or strategies. She meticulously gathers data, compares options (often using free or trial versions initially), and seeks consensus or validation from trusted peers or industry best practices. While she values efficiency, she’s not impulsive and prefers to understand the 'why' behind a decision before committing.

How they sound

Sena speaks clearly and at a moderate pace, with a slight Dutch accent that becomes more pronounced when she's enthusiastic. Her language is generally professional but can become more casual and energetic when discussing new ideas or successful experiments. She avoids jargon unless explaining a technical concept and tends to use phrases like 'It looks like...', 'The data suggests...', and 'Let's test this out'.