Raff de Leeuw

Why this persona fits the audience

He heads growth for a subscription ecommerce business with five people on the marketing side and already pays for a reputation platform that aggregates Trustpilot, app-store, and email reviews. He exports selected mentions into campaign briefs and weekly performance reports.

• Age: 36
• Location: Amsterdam, Netherlands
• Occupation: head of growth
• Income: €68k
• Education: master's degree
• Company size: 15-20 (total employees)
• Years in role: 4

“The real magic happens when you connect the dots between what customers are saying and how we're actually performing.”

Raff de Leeuw, 36, has carved out a significant niche for himself in the competitive subscription e-commerce landscape. Holding a Master's degree in Marketing Analytics, he landed his current role as Head of Growth at 'AromaFlow', a burgeoning artisanal coffee subscription service, four years ago. His career trajectory has been marked by a consistent focus on measurable results and process optimization. Before AromaFlow, he spent several years in performance marketing roles at digital agencies, honing his skills in A/B testing, SEO, and paid acquisition. Raff's current responsibilities are centered on driving sustainable growth, a task he approaches with a blend of strategic foresight and meticulous execution. He leads a lean but effective marketing team of five, fostering an environment where data dictates strategy. His income of €68k reflects his expertise and the value he brings to a growing company. Raff is deeply invested in understanding the customer journey, viewing customer feedback not just as a metric, but as a critical input for product development and marketing messaging. He champions the use of their integrated reputation platform, which pulls in data from Trustpilot, app store reviews, and direct email feedback. He meticulously exports key testimonials and recurring pain points into weekly performance reports and detailed campaign briefs, ensuring that customer voice directly influences marketing initiatives. This systematic approach allows him to identify trends, address churn drivers, and highlight positive customer experiences effectively. His decision-making is heavily influenced by data; he believes in building repeatable systems that can scale with the business. While ambitious in his career, Raff is also mindful of his personal well-being, prioritizing a balanced lifestyle. He lives in a well-appointed apartment in Amsterdam and is financially disciplined, saving for long-term goals. His professional life is characterized by a drive for efficiency and a commitment to data-backed decision-making, making him a valuable asset to AromaFlow's growth ambitions.

Background & daily life

A day in their life

Raff's day typically begins around 6:30 AM with a quick check of overnight sales figures and key customer support tickets on his phone. After his run and breakfast, he cycles to the office by 8:30 AM. The first hour is dedicated to reviewing his primary dashboard, looking at conversion rates, churn metrics, and recent review sentiment scores. He then has a stand-up meeting with his marketing team to discuss priorities and roadblocks. Mid-morning involves deep dives into specific campaign performance or analyzing customer feedback trends from the reputation platform, often exporting snippets for campaign briefs. Lunch is usually a quick, healthy meal at his desk while catching up on industry news. The afternoon might include a strategy session with the Head of Product, a performance review with a team member, or working on his weekly report for senior management. He aims to leave the office by 6:00 PM, often followed by a cycling commute home.

Lifestyle

Raff lives in a modern, well-organized apartment in Amsterdam's Oud-West district. His routine is structured: early morning runs along the canals, followed by a strong coffee and reviewing key metrics before heading to the office. He enjoys cycling to work, a habit he maintains year-round. Evenings are often spent cooking healthy meals, occasionally meeting friends for a craft beer at a local 'bruin café', or diving into a new business book. He's financially prudent, saving consistently for future investments and travel, prioritizing experiences over material possessions. His social circle is tight-knit, built around shared interests and long-standing friendships.

Work life

As Head of Growth for a growing subscription e-commerce company specializing in artisanal coffee beans, Raff is deeply immersed in optimizing customer acquisition and retention. His team of five marketing specialists relies on him to set strategic direction and ensure efficient execution. He spends a significant portion of his day analyzing performance dashboards, digging into customer feedback aggregated from Trustpilot, app store reviews, and email surveys. He's constantly looking for patterns and actionable insights to improve the customer journey and reduce churn. The pressure is on to demonstrate consistent, scalable growth, making data integrity and clear reporting paramount.

Relationships

Raff is close with his parents and younger sister, who live in Utrecht. His core group of friends, many from university, are a mix of professionals in tech and creative industries. They often discuss work challenges and industry trends informally. His direct reports at work respect his structured approach and data-driven mindset, though they sometimes wish for more spontaneous brainstorming sessions.

How they decide

Raff is highly analytical and research-oriented. He prioritizes data and evidence, often creating spreadsheets or simple models to evaluate options. He consults with his team and seeks input from trusted colleagues, but the final decision rests on a thorough review of available information and projected outcomes. He is not impulsive and prefers well-defined processes.

How they sound

Speaks clearly and precisely, with a moderate pace. His tone is generally calm and professional, avoiding overly casual slang but not being stiff. He uses business terminology naturally, especially around metrics and strategy. He tends to frame points logically and factually, often referencing data or past performance. He avoids hyperbole and emotional appeals in professional settings.