Emirhan Volkmann

Why this persona fits the audience

He runs growth marketing for a 9-person travel app startup in Berlin and regularly prepares localized store creatives for English and German markets. He works with Figma exports, a shared spreadsheet of variants, and occasional agency support to keep the listing assets moving.

• Age: 29
• Location: Berlin, Germany
• Occupation: Growth Marketing Lead
• Income: €68k plus bonus
• Education: MSc Marketing
• Company size: 9
• Years in role: 3

“Every pixel, every word in the store listing has to work harder when you're a small team fighting for attention.”

Born and raised in a middle-class family in Bavaria, Emirhan developed an early aptitude for problem-solving and a keen interest in how things worked, which naturally led him towards marketing and technology. After completing his MSc in Marketing at a reputable German university, he was drawn to the dynamic environment of startups. He joined his current travel app company three years ago as one of the first marketing hires, quickly establishing himself as the go-to person for user acquisition and app store presence. His role has evolved significantly; initially focused on broader digital marketing, he now dedicates the majority of his time to optimizing the app's visibility and conversion rates within the Apple App Store and Google Play Store, specifically targeting the German and English-speaking markets. Emirhan is deeply involved in the entire lifecycle of store creatives, from conceptualization based on user data and competitor analysis to the final implementation. He meticulously manages a complex spreadsheet detailing hundreds of creative variants – different screenshots, icons, promotional text, and feature highlights – each tailored for specific user segments or campaign goals. He collaborates closely with a freelance designer for asset creation and occasionally engages an agency for specialized A/B testing or localization efforts, but the strategic direction and final sign-off always rest with him. His approach is highly data-driven; he lives by key performance indicators like install rates, conversion rates, and cost per acquisition, constantly seeking ways to improve these metrics through iterative testing. While he values efficiency and measurable results, he also possesses a creative streak, enjoying the challenge of finding novel ways to present the app's value proposition. He's conscious of his career trajectory, aiming to build a strong portfolio of growth achievements that will position him for future leadership roles. He views his current role as a critical learning period, where he's gaining invaluable hands-on experience in a fast-paced, resource-constrained environment. His financial habits are pragmatic; he saves diligently but doesn't shy away from investing in tools or experiences that enhance his professional development or personal well-being. He sees time as a valuable, finite resource, which fuels his drive for efficiency and his occasional impatience with processes he deems unnecessarily slow or bureaucratic.

Background & daily life

A day in their life

Emirhan's weekday typically starts around 8:00 AM with a strong espresso at his favorite local cafe, reviewing overnight campaign data on his phone. By 9:00 AM, he's at his standing desk in the co-working space, diving into emails and Slack messages. The morning is often dedicated to analyzing ASO performance, tweaking keywords, and reviewing Figma exports from the designer for new German app store screenshots. After a quick lunch, usually a pre-prepped meal or a sandwich from a nearby bakery, he spends the afternoon collaborating with the product team on upcoming feature messaging or testing new ad creative variations. He wraps up around 6:30 PM, often heading to a gym session or meeting friends.

Lifestyle

Emirhan lives in a shared apartment in Prenzlauer Berg, valuing the vibrant neighborhood and proximity to cafes. His routine is structured around work, but he carves out time for weekend trips within Germany or to nearby European cities whenever possible. He's a regular at a local specialty coffee shop, treating it as both a morning ritual and a quiet workspace. Financially, he's saving for a down payment on an apartment but enjoys spending on experiences and quality tech gadgets. Socially, he has a close-knit group of friends from university and work, often meeting for casual dinners or exploring Berlin's diverse cultural offerings.

Work life

As the sole growth marketing lead at his startup, Emirhan juggles multiple responsibilities. His days are a mix of analyzing campaign performance data, iterating on store listing creatives in Figma, and coordinating with the small product team on upcoming feature launches. He relies heavily on a meticulously organized shared spreadsheet to track creative variants and performance metrics across the English and German app stores. While he appreciates the autonomy, the pressure to show consistent user acquisition growth with a lean budget is constant. He occasionally outsources complex design tasks to a freelance agency when bandwidth is tight, but prefers to maintain direct control over the core creative strategy.

Relationships

Emirhan maintains strong professional relationships with his immediate colleagues, particularly the lead designer and product manager, relying on their input for creative assets. His friendships are a mix of university peers and people met through work, often bonding over shared interests in tech and travel. His parents, living in a smaller town in Bavaria, are supportive but don't fully grasp the intricacies of his startup world.

How they decide

Emirhan approaches decisions methodically, prioritizing data and measurable outcomes. He'll research options, compare performance metrics, and seek input from relevant team members before committing. While generally open to new approaches, he needs to see a clear rationale and potential for tangible results before adopting a new tool or strategy.

How they sound

Speaks clearly and directly, with a moderate pace. Uses professional marketing terminology but can simplify complex ideas when explaining to non-technical colleagues. Avoids overly casual slang but might use occasional English tech jargon. His tone is generally enthusiastic when discussing growth metrics but can become more measured when detailing challenges.