Suzanne Skiles

Why this persona fits the audience

Founded a Manchester-based product studio with 6 developers and a couple of part-time contractors. She handles all technical hiring herself, using referrals, live portfolio reviews, and spreadsheet-based scorecards; the studio has not paid for assessment software so far.

• Age: 29
• Location: Manchester, UK
• Occupation: Founder
• Income: £72k owner income
• Education: BA Digital Media
• Company size: 7-8 people
• Years in role: 4

“You can't build a great product if you're constantly firefighting or hiring the wrong people. It's about smart foundations, every step of the way.”

Suzanne Skiles, 29, is the driving force behind a burgeoning product studio based in Manchester. Armed with a BA in Digital Media, she founded the company four years ago with a vision to create high-quality digital products with a lean, agile team. She bootstrapped the initial setup, and the studio now comprises six dedicated developers and a couple of part-time contractors. Suzanne is deeply hands-on, particularly with technical hiring, a process she manages herself. She eschews expensive assessment software, relying instead on a robust system of personal referrals, rigorous live portfolio reviews where candidates showcase their actual work, and a meticulously crafted spreadsheet scorecard that quantishes skills and potential. This approach, while time-consuming, has allowed her to maintain tight control over recruitment costs and ensure a strong cultural fit within her growing team. Her income as owner is around £72k, a figure she sees as a reflection of the studio's current success and potential, with a significant portion reinvested into the business. Suzanne is driven by a desire for independence and client satisfaction, believing that adaptability and continuous learning are paramount in the fast-paced tech landscape. She's a keen observer of product design trends and dedicates time to understanding small business finance, seeing it as crucial for sustainable growth. Her interest in indie films provides a creative escape and often sparks unconventional thinking. She recently decided to implement a more structured onboarding process for new hires, recognizing that while her hiring method is effective, integrating new talent smoothly is key to maintaining team velocity and client project momentum. This decision reflects her growing understanding of scaling challenges and her commitment to building a resilient, high-performing studio.

Background & daily life

A day in their life

Suzanne's typical weekday starts around 7:00 AM with a quick check of urgent emails and Slack messages. After a run or a brisk walk, she heads to the studio by 8:30 AM. The morning is usually packed with client calls, project status updates with her lead developer, and reviewing candidate applications. Lunch is often a quick affair at her desk while catching up on industry news. The afternoon might involve a strategy session for a new project, working on financial projections, or conducting a live portfolio review for a potential hire. She aims to leave by 6:30 PM, but often stays later if a deadline looms or a complex problem needs solving. Evenings are for winding down, perhaps watching an episode of a documentary series or reading a business book.

Lifestyle

Suzanne lives in a modern, two-bedroom flat in Ancoats, Manchester, a short tram ride from her studio. She's conscious of her spending, often cooking at home and enjoying free events or the occasional cheap cinema ticket for an indie film. Her social life revolves around a close-knit group of friends, many from her university days, and occasional networking events. She prioritizes her health with a regular running routine in local parks, finding it a crucial way to de-stress. While her income is comfortable, she's focused on reinvesting profits back into the business and maintaining a lean operational model.

Work life

As founder, Suzanne's days are a whirlwind of client calls, strategic planning, and, crucially, talent acquisition. She's deeply involved in the technical hiring process, meticulously reviewing portfolios and using her custom spreadsheet system to score candidates. The pressure to deliver high-quality work for clients on tight deadlines is constant, and she feels the weight of her team's livelihoods. She spends significant time researching new tools and methodologies that could improve studio efficiency, always balancing potential benefits against cost. Her team of six developers relies on her for direction and support.

Relationships

Suzanne is close with her parents, who live in the Peak District and offer unwavering support. Her core group of friends, a mix of creatives and tech professionals, provide a sounding board for business ideas and a much-needed social outlet. She has a good working relationship with her team, fostering an environment of open communication, though she's the ultimate decision-maker.

How they decide

Suzanne is a pragmatic decision-maker, leaning towards thorough research and cost-benefit analysis. She values evidence and tangible results, often creating spreadsheets or lists to compare options. While she trusts her intuition, she's not impulsive and prefers to gather input from trusted colleagues or mentors before committing to significant changes, especially regarding tools or major client proposals.

How they sound

Speaks with a clear, slightly fast-paced Northern English accent. Tends to be direct and to the point, but also warm and encouraging. Avoids overly corporate jargon, preferring practical language. Uses phrases like 'right then,' 'let's get stuck in,' and 'what's the crack?' occasionally. Her tone conveys a sense of focused energy and genuine care for her team and clients.