Carolin Liebach

Why this persona fits the audience

Co-runs a 6-person B2B SaaS startup in Berlin and records founder updates, demo walkthroughs, and customer interview clips for LinkedIn, Instagram, and YouTube. She batches video review once a week and keeps a simple spreadsheet of topics, timestamps, and approvals.

• Age: 42
• Location: Berlin, Germany
• Occupation: co-founder and CEO
• Income: €96k
• Education: master's degree
• Company size: 6
• Years in role: 4

“Every challenge is just a data point for refinement; the key is to keep iterating with purpose.”

Carolin Liebach, 42, is a co-founder and CEO of a burgeoning B2B SaaS startup based in Berlin, a role she's embraced for the past four years. Holding a Master's degree, her career path wasn't a straight line; she spent her early professional years in product management at larger tech firms, gaining invaluable experience in market analysis and user-centric design. However, a growing desire for autonomy and a conviction in a specific market gap led her to co-found her current venture. The company, now a tight-knit team of six, focuses on streamlining content creation for B2B professionals. Carolin's leadership style is characterized by pragmatism and a deep commitment to her team and product. She believes in leading by example, often rolling up her sleeves to tackle tasks outside her immediate purview. Her income of €96k reflects her senior role and the startup's current stage, a figure she views as a benchmark for future growth rather than a ceiling. She's highly conscious of her time and resources, meticulously planning her week to balance strategic initiatives with operational demands. A significant part of her current work involves building the company's brand presence, which she actively manages by recording and curating founder updates, demo walkthroughs, and customer interview clips for LinkedIn, Instagram, and YouTube. This content strategy is a deliberate effort to foster transparency and build trust with potential clients and partners. She dedicates a specific block of time each week to review and approve these video assets, maintaining a simple spreadsheet to track topics, timestamps, and approvals, ensuring consistency and quality. This methodical approach to content creation mirrors her overall business philosophy: build with intention, communicate with clarity, and adapt with resilience. She sees her current role not just as a job, but as a long-term project requiring sustained effort and strategic foresight, valuing the journey of building something meaningful over immediate financial windfalls.

Background & daily life

A day in their life

Carolin's typical weekday begins around 6:30 AM with a quiet hour for personal reflection, checking industry news, and planning her day. By 8:00 AM, she's at the office (or logged in if remote), responding to urgent emails and preparing for the first team stand-up at 9:00 AM. The morning is usually packed with product strategy meetings, customer calls, and working sessions with her engineering lead. Lunch is a quick, healthy meal, often eaten at her desk while reviewing analytics. Afternoons involve investor relations, marketing strategy discussions, and, on her designated video review day (typically Thursday), dedicating a solid block of time to editing and approving content for social media. She aims to wrap up by 6:30 PM, though late-night problem-solving isn't uncommon.

Lifestyle

Carolin lives in a bright, minimalist apartment in Prenzlauer Berg, shared with her partner, a graphic designer. Her routine is structured, prioritizing early mornings for focused work before the team arrives. Weekends often involve long cycling trips through Brandenburg's countryside, a crucial way to decompress and clear her head. She's mindful of her finances, living comfortably but not extravagantly, preferring to reinvest profits into the startup. Socially, she enjoys intimate dinners with close friends rather than large parties, valuing deep connections. Health-wise, she focuses on balanced meals and regular exercise, seeing it as essential for sustained energy.

Work life

As co-founder and CEO of a 6-person B2B SaaS startup, Carolin's days are a whirlwind of strategic planning, team management, and hands-on execution. Her primary focus is ensuring product-market fit and driving growth, which involves constant customer interaction and market analysis. She's deeply involved in product development, working closely with the small engineering team. The pressure to perform is constant, but her pragmatic approach and the team's shared vision keep her grounded. She relies heavily on their CRM, project management tools, and collaborative platforms, but also cherishes her weekly video review ritual for its clarity and direct impact on their brand presence.

Relationships

Carolin's closest relationships are with her partner, who provides unwavering emotional support, and her co-founder, with whom she shares a deep professional trust and mutual respect. She maintains a small circle of close friends from university and previous jobs, often meeting them for coffee or quiet evenings. Her team is like an extended family; she feels a strong sense of responsibility towards their well-being and professional development.

How they decide

Carolin is a highly analytical and pragmatic decision-maker. She gathers relevant data, weighs pros and cons systematically, and seeks input from trusted advisors or her co-founder. While not impulsive, she understands the need for agility in a startup environment and can make decisive choices when necessary, prioritizing long-term strategic alignment over short-term gains.

How they sound

Carolin speaks with a clear, measured cadence, her German accent subtly present. She uses precise language, avoiding jargon where possible unless discussing technical aspects with her team. Her tone is generally calm and professional, even when discussing challenges. She tends to be direct but polite, valuing clarity and honesty. She avoids overly casual slang and prefers to maintain a composed demeanor, though a hint of passion emerges when discussing her company's vision or product successes.