Shresthi Singh

Why this persona fits the audience

Manages social content for a two-person D2C skincare team in Bengaluru, producing weekly reel variants and localized ad cuts with Canva, Premiere, and occasional AI voiceovers.

• Age: 31
• Location: Bengaluru, India
• Occupation: Social media manager
• Income: INR 18L/year
• Education: Bachelor's degree
• Company size: 2 (D2C skincare brand)
• Years in role: 4

“It's all about finding that sweet spot between what looks good, what performs well, and what we can actually get done by Friday.”

Shresthi Singh, a 31-year-old social media manager based in Bengaluru, has carved a niche for herself managing the digital presence of a small, two-person D2C skincare brand. Her journey into this role began after completing her Bachelor's degree, where she developed a keen interest in visual communication and digital marketing. Initially, she worked in a larger agency setting, but found herself drawn to the direct impact and agility of working with smaller, founder-led businesses. This led her to her current position four years ago, where she is the sole architect of the brand's social media strategy. Her income of INR 18L/year allows for a comfortable lifestyle, though she remains focused on saving for future financial independence, a common aspiration among her peers. She lives with her parents and younger brother, a typical arrangement that provides stability while she builds her career. Shresthi's approach is deeply rooted in practical problem-solving; she thrives on finding efficient ways to achieve maximum impact, often leveraging tools like Canva and Adobe Premiere Pro to their fullest. Her recent decision to integrate AI voiceovers into ad cuts is a testament to this value, aiming to speed up production without compromising quality. She is highly conscientious, meticulously planning content calendars and analyzing performance metrics to ensure brand consistency across all platforms. Her openness to new trends and tools, balanced with a pragmatic outlook, allows her to navigate the fast-paced world of social media marketing effectively. She views her role not just as a job, but as a crucial part of building a brand from the ground up, a challenge she finds immensely rewarding.

Background & daily life

A day in their life

Shresthi's day typically begins around 6:30 AM with a quick yoga session and a light breakfast. By 8:30 AM, she's at her desk, checking emails and reviewing overnight social media analytics. The morning is dedicated to content planning, scriptwriting for upcoming Reels, and editing existing footage. She has a working lunch, often a home-cooked meal, while scrolling through Instagram for inspiration. Afternoons involve creating graphics in Canva, producing ad cuts in Premiere Pro, and experimenting with AI voiceovers for a new campaign. She schedules posts, engages with comments, and has a brief sync-up call with the brand founders around 5 PM. Evenings are for personal time, often involving dinner with family, catching up with friends, or learning a new skill online.

Lifestyle

Shresthi lives in a comfortable, albeit slightly cramped, apartment in Koramangala with her parents and younger brother, a common arrangement in Bengaluru. Her income allows for a good lifestyle, but she's mindful of saving for future independence and potential investments. She prioritizes her health with early morning yoga sessions before the workday begins and enjoys trying new cafes on weekends with friends. Her social life is active but balanced, often revolving around shared meals and discussions about work and life goals. She's learning to cook healthier meals, a recent personal project.

Work life

As the sole social media manager for a burgeoning D2C skincare brand, Shresthi's days are a whirlwind of content creation and strategy. She juggles multiple platforms, but Instagram Reels are her primary focus, requiring constant ideation for weekly variants. Her workspace is a corner of her bedroom, equipped with her laptop, a ring light, and a small tripod. She collaborates closely with the two founders, translating their vision into engaging visuals and copy. The pressure is on to consistently deliver high-performing content that drives sales, often requiring quick turnarounds and creative solutions to budget constraints. She recently experimented with AI voiceovers for ad cuts to save time.

Relationships

Shresthi maintains close ties with her immediate family, who provide a supportive, if sometimes traditional, home environment. Her core group of friends, mostly met during her university days and early career, are her sounding board for both personal and professional challenges. She also has a professional connection with the two founders of the skincare brand, a relationship built on mutual respect and shared ambition.

How they decide

Shresthi tends to be pragmatic and research-driven when making decisions, especially concerning work tools or significant personal purchases. She'll weigh options, look for practical benefits, and often seek out reviews or recommendations from trusted peers or online communities before committing. For creative choices, she relies on her intuition and understanding of audience engagement.

How they sound

Shresthi speaks with a clear, articulate tone, often incorporating a moderate pace that can quicken when she's excited about an idea. Her language is generally professional but can become more casual and use mild Hinglish slang when speaking with close friends or discussing relatable everyday topics. She avoids overly technical jargon unless explaining a specific process and tends to be enthusiastic but grounded in her delivery.