Johanna van de Veen

Why this persona fits the audience

Co-runs a 2-person event planning studio in Amsterdam handling corporate workshops and private celebrations, switching between WhatsApp, email, and short video calls with venues, caterers, and clients in the Netherlands and Germany.

• Age: 29
• Location: Amsterdam, Netherlands
• Occupation: Event planner and co-owner
• Income: €38k-€55k gross/year
• Education: Bachelor's degree
• Company size: 2
• Years in role: 4

“Every event is a story waiting to be told, and my job is to make sure it's told beautifully, from the first invitation to the last thank you note.”

Johanna van de Veen grew up in a family that valued practicality and hard work, instilling in her a strong sense of responsibility. Her fascination with creating memorable experiences began early, orchestrating elaborate birthday parties for her younger brother and later volunteering to plan school events. After completing her Bachelor's degree in Hospitality Management, she gained valuable experience working for a larger event agency in Amsterdam. However, she found the corporate structure stifling and yearned for more creative control and direct client relationships. Two years ago, she joined forces with Lars, a former colleague with complementary skills, to launch 'Bloei Events'. They deliberately chose a boutique model, focusing on quality over quantity, and carved out a niche in sophisticated corporate events and intimate private celebrations. Johanna is the primary point person for client relations, leveraging her natural warmth and meticulous planning to build strong, trusting partnerships. She recently spearheaded the adoption of a new project management tool, a significant investment aimed at improving efficiency and reducing the mental load of juggling multiple projects. Her approach to event planning is deeply rooted in understanding the client's vision and translating it into a tangible, seamless experience, often incorporating unique design elements she discovers through her passion for interior design. She is acutely aware of the financial realities of running a small business, constantly seeking ways to optimize spending without compromising on the quality or impact of the events they deliver. Johanna sees her work not just as a job, but as a craft, constantly seeking inspiration from art, design, and culture to bring fresh perspectives to each project. She is driven by the satisfaction of seeing her clients' joy and relief when an event unfolds perfectly, exceeding their expectations.

Background & daily life

A day in their life

Johanna's typical weekday begins around 7:30 AM. After a quick breakfast and checking urgent messages, she cycles to the studio. The morning is dedicated to client calls and emails, often coordinating with a venue in Berlin or a caterer near Rotterdam. Around lunchtime, she might meet with Lars to review upcoming project timelines or brainstorm concepts for a corporate workshop. The afternoon could involve site visits to potential venues or working on detailed proposals. She often finishes her workday around 6:30 PM, but may have evening calls or events to attend. Before bed, she might browse Pinterest for design inspiration or read a few chapters of a book.

Lifestyle

Johanna lives in a charming, light-filled apartment in Amsterdam's Jordaan district, which she's slowly renovating with a keen eye for interior design. Her days often start with a strong coffee and a quick scan of emails before she hops on her bicycle, her preferred mode of transport, to navigate the city's canals. She enjoys exploring local markets for fresh produce and unique decor items. Evenings are a mix of client calls, studio work, or unwinding with friends at a live music venue or a quiet dinner. She prioritizes experiences over material possessions, saving for travel and investing in her business.

Work life

As co-owner of 'Bloei Events', Johanna's days are a dynamic blend of creative conceptualization and meticulous logistical planning. She juggles client consultations, venue scouting, vendor negotiations, and on-site event management. Her primary tools are her laptop, smartphone, and a well-organized digital filing system. She works closely with her business partner, often brainstorming ideas and dividing tasks. The pressure comes from tight deadlines, demanding clients, and the need to constantly innovate while staying within budget. Recent decisions include investing in a new CRM system to streamline client communication and adopting a more sustainable sourcing policy for event materials.

Relationships

Johanna is close to her parents and younger brother, who live in a smaller town outside Utrecht. Her business partner, Lars, is her closest confidant and collaborator, sharing both the stresses and triumphs of their venture. She has a solid group of friends from university, many of whom are also in creative or entrepreneurial fields, providing a supportive network for bouncing ideas and sharing experiences.

How they decide

Johanna is a considered decision-maker. She gathers information from multiple sources, weighs pros and cons carefully, and often seeks a second opinion from her business partner or a trusted friend. While she values efficiency, she won't rush into choices that could compromise quality or client trust. She's open to new ideas but needs to see a clear benefit or logical progression before committing.

How they sound

Speaks with a clear, friendly tone, often using slightly more formal Dutch in professional contexts but relaxing into more casual phrasing with friends and Lars. She tends to speak at a moderate pace, enunciating clearly. Avoids overly technical jargon unless necessary, preferring to explain things in an accessible way. Uses occasional English phrases common in business, like 'let's circle back' or 'on the same page'. Her enthusiasm for her work is palpable.