Tabitha Terry

Why this persona fits the audience

Heads business development at a 14-person engineering software firm in Manchester and is responsible for identifying niche manufacturing accounts in the UK and EU. Builds shortlists from trade association sites, conference exhibitor pages, and executive bios, then coordinates outreach with one SDR contractor.

• Age: 39
• Location: Manchester, UK
• Occupation: Business Development Lead
• Income: £66k base + commission
• Education: Bachelor's degree
• Company size: 14-person firm
• Years in role: 3 years

“You can't build momentum if you're not constantly scanning the horizon for the next wave.”

Tabitha Terry, 39, is a driven Business Development Lead at a compact 14-person engineering software firm based in Manchester. Her career trajectory has been focused on understanding complex industrial processes and identifying how software can optimize them. After completing her Bachelor's degree in Business Management, she spent several years in sales roles for a larger manufacturing equipment supplier, where she honed her skills in understanding customer needs and navigating B2B sales cycles. Dissatisfied with the bureaucracy of a large corporation, she sought a more agile environment and joined her current company three years ago. Her role is pivotal, requiring her to act as the primary architect of the company's growth strategy by identifying and qualifying new business opportunities across the UK and European manufacturing sectors. She meticulously crafts prospect lists by sifting through industry association directories, exhibitor lists from relevant trade shows like MACH and Hannover Messe, and detailed executive profiles on platforms like LinkedIn. This research-intensive process is crucial, as the company’s software targets very specific niches within manufacturing, such as precision engineering or advanced materials processing. Tabitha’s approach is characterized by a strong emphasis on industry expertise and commercial momentum; she believes deeply in understanding the technical nuances of her clients' businesses to build credibility. She works closely with a single, carefully vetted SDR contractor, providing detailed briefs and performance feedback to ensure the outreach aligns with her strategic vision. Her income, a £66k base plus commission, reflects the performance-driven nature of her role and her direct impact on the company's revenue. Tabitha is pragmatic about her career, viewing her current position as a stepping stone towards greater responsibility and influence within the industrial tech landscape. She is currently focused on expanding the company's reach into the German and French markets, a challenging but potentially lucrative endeavor that requires significant research into regional manufacturing hubs and regulatory landscapes. Her decision-making is informed by data and a clear understanding of market dynamics, always prioritizing efficiency and tangible results.

Background & daily life

A day in their life

Tabitha's typical weekday starts around 7:00 AM with checking industry news and emails over coffee. By 8:30 AM, she's at her home office, reviewing the SDR's previous day's activity and planning the day's outreach targets. The morning is dedicated to deep dives into trade association websites, LinkedIn profiles, and company reports to build and refine prospect lists for specific manufacturing sub-sectors. She’ll have a brief sync with the SDR around midday to provide feedback and assign new tasks. Afternoons involve internal meetings, perhaps a product update session with engineering, or preparing for upcoming trade shows. She aims to finish by 6:00 PM, but often finds herself checking emails again later in the evening.

Lifestyle

Tabitha balances her demanding career with a vibrant social life in Manchester. Evenings often involve catching up with friends at a local pub or trying new restaurants in the Northern Quarter. Weekends are a mix of catching up on household chores, planning meals for the week, and occasional visits to galleries or live music venues. She’s conscious of her health, aiming for two gym sessions a week and enjoying weekend walks in the Peak District when time allows. Financially, she and Alex are disciplined savers, prioritizing long-term goals like homeownership over immediate gratification, though they allow for occasional splurges on travel or experiences.

Work life

Her role is high-pressure, driven by the need to generate a consistent pipeline for the company's niche engineering software. The small team size means she wears multiple hats, working closely with the CEO on strategy and the engineering lead on understanding product capabilities. Her day is a constant juggle between research, outreach, and internal reporting. The reliance on a single SDR contractor means she's heavily involved in briefing and quality control. The company's size means resources are tight, so every lead and every conversion counts significantly towards her commission and the firm's overall growth.

Relationships

Tabitha maintains strong professional relationships with her small team, particularly with the CEO, with whom she has a direct reporting line and frequent strategic discussions. Her relationship with the SDR contractor is strictly professional but relies on clear communication and mutual respect for deadlines. Socially, she has a close-knit group of friends from university and work, with whom she shares life updates and seeks advice.

How they decide

Tabitha approaches decisions with a blend of analytical research and practical assessment. She gathers data from multiple sources, weighs the pros and cons logically, and often seeks input from trusted colleagues or her partner for a second opinion. She values evidence and clear rationale, preferring to avoid impulsive choices, especially in professional contexts.

How they sound

Speaks with a clear, professional tone, often adopting a slightly faster pace when discussing business strategy or new opportunities. Her language is precise and business-oriented, avoiding excessive slang or overly casual phrasing in professional settings. She uses terms like 'pipeline velocity,' 'addressable market,' and 'conversion rates' naturally. When relaxed with friends, her Manchester accent becomes more pronounced, and she's more prone to colloquialisms.