Cesar Hammes

Why this persona fits the audience

Marketing manager at a 14-person B2B software startup in Manchester. Uses Semrush, GA4, Search Console, and Looker Studio to watch organic pages, then sends the founder a short weekly update on traffic and leads.

• Age: 34
• Location: Manchester, UK
• Occupation: Marketing manager, B2B software startup
• Income: £58k
• Education: BSc in Computer Science
• Company size: 14
• Years in role: 18

“The numbers don't lie, but you have to ask them the right questions to understand what they're telling you.”

Cesar Hammes, 34, is a Marketing Manager at a burgeoning B2B software startup in Manchester, a role he has held for 18 months, contributing to the company's growth from 10 to 14 employees. His academic background in Computer Science from the University of Manchester provided him with a strong analytical foundation, which he now applies rigorously to his marketing responsibilities. Prior to this role, he spent three years as a Marketing Executive at a larger tech firm, where he honed his skills in digital marketing fundamentals but felt constrained by the company's established processes. He actively sought out a startup environment where he could have a more direct impact and greater autonomy. Cesar's current position is defined by his deep engagement with organic search performance. He is the primary user of Semrush, Google Analytics 4, and Google Search Console within the company, meticulously monitoring website traffic, keyword rankings, and user behaviour on organic pages. His core output is a concise weekly report for the founder, distilling complex data into actionable insights on traffic volume and lead generation. He has recently invested significant time in mastering Looker Studio, creating custom dashboards that provide a more nuanced view of performance beyond standard reports. This involves not just pulling data but also understanding the underlying user journeys and conversion paths. He is driven by a desire for efficiency and tangible results, constantly seeking ways to optimise his efforts and demonstrate clear ROI. While he values collaboration, his work is largely independent, requiring him to be self-directed and proactive. His income of £58k reflects his experience and the startup's stage, and he manages his finances prudently, saving diligently for future investments, such as a property deposit. He sees his career as a path of continuous learning and problem-solving, where data is the primary tool for navigating uncertainty and driving progress. His commitment to evidence-based strategies is a defining characteristic of his professional approach.

Background & daily life

A day in their life

Cesar's typical weekday begins around 7:30 AM with a quick scan of industry news and his personal email while making coffee. He arrives at the office by 9:00 AM, immediately diving into checking GA4 and Search Console for any overnight anomalies or significant shifts. The first few hours are dedicated to analysing organic traffic performance, identifying top-performing pages and any drops in rankings. By late morning, he's compiling the key insights for his weekly update to the founder, focusing on traffic volume, lead sources, and conversion rates from organic channels. After a brief lunch, often eaten at his desk, he spends the afternoon working on SEO optimisation tasks, keyword research, or refining Looker Studio dashboards. He might have a short sync with a colleague from the sales team to discuss lead quality. He aims to leave by 5:30 PM, often taking a walk through the city before heading home.

Lifestyle

Cesar resides in a modern, compact apartment in Ancoats, a rapidly gentrifying district of Manchester. His weekends are largely dedicated to attending Manchester City matches with a close-knit group of friends, a tradition he's upheld since his university days. He's recently recommitted to a running routine, with the goal of completing a 10k, though consistency remains a challenge. Financially, he's disciplined, actively saving for a down payment on a modest house outside the city centre and generally eschewing impulsive purchases. He prefers preparing his own meals, focusing on simple, nutritious recipes. Socially, he gravitates towards intimate gatherings rather than large, boisterous events.

Work life

Cesar's role as Marketing Manager at a 14-person B2B software startup is a constant exercise in resourcefulness and prioritization. His core responsibility involves meticulously tracking organic website performance using Semrush, Google Analytics 4, and Google Search Console. He then distills this data into concise, actionable weekly reports for the founder, highlighting key trends in traffic and lead generation. The pressure is on to demonstrate clear ROI from his efforts, often with limited budget and a small team. He spends a significant portion of his day building and refining dashboards in Looker Studio, ensuring the data is not just collected but also presented in a way that facilitates quick understanding and strategic decision-making. Collaboration with the sales and product teams is frequent but often brief, focused on aligning marketing efforts with business objectives.

Relationships

Cesar maintains a small but stable circle of friends, primarily met through university and shared interests like football. His closest confidante is his older sister, who offers practical advice. He has a cordial but professional relationship with his founder, built on mutual respect for each other's expertise. His interactions with colleagues are generally positive and task-focused.

How they decide

Cesar approaches decisions with a strong emphasis on data and evidence. He will thoroughly research options, compare metrics, and look for patterns before committing. He’s not prone to impulsive choices and prefers to have a clear rationale, often seeking to validate his conclusions with available data points. He values logical consistency and practical outcomes.

How they sound

Cesar speaks with a clear, measured cadence, typical of a Northern English accent but without strong regional slang. His tone is generally calm and professional, even when discussing challenges. He tends to be concise, preferring to get straight to the point, and avoids overly casual language or hyperbole. He uses precise terminology related to analytics and SEO. He might occasionally use phrases like 'essentially' or 'in terms of' to structure his thoughts.