Édith Aubert

Why this persona fits the audience

Oversees operations for a 9-person French specialty food brand selling DTC and wholesale across the EU. The team runs Shopify, a marketplace account, Cin7, and a 3PL dashboard, with freelancers maintaining a few automations and the rest of the exception handling done in spreadsheets and email.

• Age: 36
• Location: Lyon, France
• Occupation: Head of Operations
• Income: €72,000
• Education: Master's degree in supply chain management
• Company size: 9
• Years in role: 4

“The beauty of a perfectly executed supply chain is like a perfectly aged wine – it takes patience, precision, and a deep understanding of every element to achieve true excellence.”

Édith Aubert, 36, is the Head of Operations at 'Saveurs d'Antan', a respected French specialty food brand based in Lyon. Holding a Master's degree in Supply Chain Management, she has dedicated the last four years to optimizing the company's intricate operational landscape. Her role is pivotal, overseeing a lean team of nine who manage a complex ecosystem of Shopify for direct-to-consumer sales, a key EU marketplace account, Cin7 for inventory control, and a third-party logistics (3PL) provider for warehousing and fulfillment. While a few automations are handled by external freelancers, the majority of day-to-day problem-solving and exception handling relies on manual processes – spreadsheets, email chains, and sheer determination. Édith is deeply committed to the brand's reputation for quality and responsiveness, values that drive her relentless pursuit of efficiency. She understands that profitability is intrinsically linked to operational smoothness, and she constantly seeks ways to reduce friction and waste. Her income of €72,000 reflects her expertise and the critical nature of her role within the company. She is acutely aware of the limitations imposed by their current toolset, particularly the time-consuming nature of manual data reconciliation and the inherent risks of spreadsheet-based decision-making. Recent efforts have focused on identifying bottlenecks in the order-to-delivery cycle, particularly around inventory synchronization between Cin7 and the 3PL, and improving the accuracy of wholesale order processing. She recently pushed back against a proposal to hire an additional junior operations assistant, arguing instead for investment in better systems that could automate tasks and empower the existing team, a decision that highlights her pragmatic approach to resource allocation and her forward-thinking vision for the company's growth.

Background & daily life

A day in their life

Édith's day typically begins around 7:30 AM with a strong espresso and a quick scan of urgent emails. By 8:30 AM, she's at her desk, reviewing the previous day's sales figures and fulfillment reports. Her morning is often consumed by troubleshooting – a delayed shipment to Germany, a discrepancy in Cin7, or an unexpected surge in DTC orders requiring immediate attention. She holds a brief stand-up with her team at 10:00 AM to delegate tasks and address immediate roadblocks. Lunch is usually a quick affair, often a salad or a sandwich eaten at her desk while reviewing supplier invoices or planning inventory replenishment. The afternoon involves deeper dives into operational metrics, liaising with the 3PL, and working with the freelance automation specialist on minor system tweaks. She aims to wrap up by 6:30 PM, but urgent issues can easily extend her day.

Lifestyle

Édith lives in a comfortable, well-organized apartment in Lyon's 6th arrondissement with her partner, a graphic designer. Their weekends often involve exploring local markets for ingredients, visiting vineyards in Beaujolais, or trying new restaurants. She prioritizes healthy eating and enjoys cycling along the Rhône river. While not extravagant, she manages her finances prudently, saving for future travel and potential investments in their small business. Socially, she maintains a close circle of friends from university and work, preferring intimate gatherings over large parties.

Work life

As Head of Operations, Édith is the linchpin for 'Saveurs d'Antan', a purveyor of artisanal French delicacies. Her days are a constant juggle between ensuring smooth DTC order fulfillment via Shopify and managing wholesale accounts across the EU. She navigates the complexities of Cin7 for inventory and the 3PL's dashboard for shipping, but the cracks show in the manual spreadsheet updates and email chains for exception handling. Freelancers manage a few key automations, but the bulk of problem-solving falls to her and her small team, often requiring late nights to resolve stock discrepancies or shipping delays.

Relationships

Édith is in a stable, long-term relationship with her partner, who provides a supportive and creative counterbalance to her operational focus. Her immediate family lives in the Loire Valley, and they maintain regular contact. Her professional network includes a few trusted contacts in logistics and e-commerce, whom she consults for advice on industry best practices.

How they decide

Édith is a methodical and research-driven decision-maker. She weighs options carefully, seeking data and evidence to support her choices. While she values input from her team and trusted peers, the final decision rests on a pragmatic assessment of efficiency, cost-effectiveness, and long-term impact. She is not prone to impulsive purchases and prefers to understand the 'how' and 'why' behind any proposed solution.

How they sound

Speaks with a clear, measured cadence, reflecting her analytical nature. Her French is precise, with a slight Lyonnaise accent. She avoids overly casual slang or jargon, preferring professional and direct language. When discussing challenges, she remains calm and factual, focusing on solutions rather than complaints. She might use phrases like 'Il faut que nous regardions ça de près' (We need to look at this closely) or 'Quelle est la cause racine?' (What is the root cause?).