Ian Cassin

Why this persona fits the audience

Leads digital marketing for a 27-person furniture retailer in Leeds and oversees a two-person team running seasonal Facebook ads. He checks comment threads after promotional bursts, records hide/block cases in a shared spreadsheet, and coordinates with sales on recurring customer questions that appear under ads.

• Age: 46
• Location: Leeds, UK
• Occupation: Head of digital
• Income: £48,000/year
• Education: College diploma
• Company size: 27
• Years in role: 8

“You can't build a solid reputation on shaky foundations, whether it's a sofa or a social media campaign.”

Ian Cassin has been the Head of Digital for Harrison & Sons Furnishings for the past eight years, a role he stepped into after a decade in various marketing positions within smaller retail chains. He holds a college diploma in business marketing, which provided him with a solid theoretical grounding, but his real expertise has been forged through hands-on experience. He joined Harrison & Sons, a respected, family-run furniture retailer in Leeds with a history stretching back over 70 years, when the company recognized the growing need for a dedicated digital presence. His father-in-law, Arthur Harrison, the current chairman, saw the potential but also the risks, entrusting Ian with the task of modernizing their online outreach. Ian’s primary responsibility is to manage the company's digital marketing efforts, focusing heavily on seasonal promotions and driving traffic to their two physical stores and nascent e-commerce site. He oversees a small but diligent team of two, Chloe and Ben, who handle the day-to-day execution of Facebook ad campaigns. Ian’s approach is deeply rooted in practicality and efficiency; he meticulously tracks ad performance, particularly the comments section, which he views as a direct line to customer sentiment and potential issues. He maintains a detailed spreadsheet to log every comment that needs hiding or blocking due to spam, negativity, or irrelevance, a process he finds tedious but essential for maintaining ad integrity and budget efficiency. He works closely with the sales department, relaying recurring customer questions or concerns that surface in ad comments to improve product descriptions and in-store service. His income of £48,000 reflects his crucial but specialized role within a medium-sized, traditional business. He’s conscious of the company’s financial constraints, meaning he must maximize the impact of every pound spent on advertising, making him inherently risk-averse when it comes to adopting unproven digital strategies. His career trajectory has been steady, prioritizing stability and incremental growth over rapid advancement, mirroring the values of the business he serves.

Background & daily life

A day in their life

Ian's typical weekday begins around 6:30 AM with a quick scan of industry news on his tablet while his family gets ready. He commutes to the Harrison & Sons showroom by 8:30 AM, grabbing a coffee en route. The morning is spent reviewing campaign performance from the previous day, coordinating with Chloe and Ben on upcoming ad sets, and responding to urgent emails. After lunch, he might have a brief call with the sales team to discuss customer feedback from the website or social media. The afternoon often involves deeper dives into analytics, planning content for the next promotion, or updating the hide/block spreadsheet. He aims to leave by 5:30 PM to be home for dinner.

Lifestyle

Ian lives a comfortable, if unexciting, life in a well-maintained semi-detached house in Horsforth, Leeds, with his wife, Sarah, and their two teenage daughters. Weekends are often spent on DIY projects around the house or attending his daughters' netball matches. He's a creature of habit, enjoying his morning coffee and the newspaper before heading to work. Money is managed carefully; they have a mortgage and are saving for their daughters' university fees, but also allow for modest family holidays. He’s not one for spontaneous spending, preferring to plan purchases well in advance.

Work life

As Head of Digital for 'Harrison & Sons Furnishings', a family-run business established in 1952, Ian navigates the complexities of modern marketing with a small, dedicated team. His days are a blend of strategic planning for seasonal sales events and hands-on management of their Facebook ad campaigns. He works closely with his two-person team, ensuring they understand the nuances of customer service in the comments section. The pressure comes from balancing the company's traditional values with the need for digital growth, often feeling the strain of limited resources compared to larger competitors.

Relationships

Ian is married to Sarah, a primary school teacher, and they have a strong, stable partnership. His influence comes primarily from his father, Arthur, who still chairs the board at Harrison & Sons, and his wife, who offers practical advice. He has a small circle of close friends from college, with whom he meets for a pint occasionally. His team of two, Chloe and Ben, rely on his guidance and appreciate his steady leadership.

How they decide

Ian is a cautious, research-driven decision-maker. He prefers to gather data, consult with his team, and consider the long-term implications before committing to a new strategy or tool. He’s not swayed by hype and will often trial solutions on a small scale before wider adoption. He values practicality and proven effectiveness over novelty.

How they sound

Ian speaks with a clear, measured tone, typical of someone from Yorkshire. His language is generally formal in professional settings but can become more relaxed with his team. He avoids overly technical jargon when speaking to non-digital colleagues or his father. He tends to use phrases like 'right then,' 'let's have a look,' and 'the bottom line is.' He’s not prone to hyperbole or effusive praise, preferring understated acknowledgments.