Jasmine Okuneva

Why this persona fits the audience

She coordinates the website for a mid-sized nonprofit in Chicago and shares admin access with one volunteer webmaster and an outside contractor. The organization runs a donation site, an event microsite, and a volunteer portal on WordPress, with basic security tasks documented in a shared folder and reviewed around campaigns.

• Age: 47
• Location: Chicago, US
• Occupation: Communications coordinator
• Income: $56k
• Education: Bachelor's degree in communications
• Company size: mid-sized nonprofit (approx. 50 employees)
• Years in role: 8

“Every click, every update, every piece of content—it all has to serve our mission. We're building connections, not just websites.”

Jasmine Okuneva, 47, has dedicated the last eight years to amplifying the voice of 'Chicago Cares for Kids,' a mid-sized nonprofit focused on youth development. Her journey into nonprofit communications wasn't a straight path; after earning her Bachelor's in Communications from Northwestern University, she spent several years in corporate marketing, where she felt a growing disconnect between her work and her values. A pivotal moment came during a volunteer stint at a local animal shelter, where she realized her skills could be better utilized for social good. She transitioned to the nonprofit sector, starting in a general communications role before finding her niche managing the organization's digital footprint. Her current role as Communications Coordinator is multifaceted, encompassing website management, content strategy, and digital outreach. She oversees three distinct WordPress installations: the main organizational site, a dynamic event microsite for their annual gala, and a crucial volunteer portal. This digital ecosystem is managed with a lean team: Jasmine, a dedicated volunteer webmaster named Gary, and an external contractor for specialized tasks. Her income of $56k reflects the typical compensation in the sector, a trade-off she willingly makes for the fulfillment her work provides. She lives frugally, prioritizing experiences and contributions over material possessions, and her modest Chicago apartment is a testament to her organized and mindful approach to life. Security is a constant, low-level hum of concern; she meticulously documents basic security protocols in a shared folder, ensuring they are reviewed and updated, particularly before major fundraising campaigns. This meticulousness stems from a deep sense of stewardship for the organization's data and reputation, and a commitment to transparency with their donors and community.

Background & daily life

A day in their life

Jasmine's typical weekday starts around 7:00 AM with coffee and news. She's on her bike by 8:00 AM, arriving at the office by 8:30 AM. The first hour is usually spent checking emails and responding to urgent inquiries. From 9:30 AM to noon, she focuses on content: drafting blog posts, updating event details on the microsite, or creating social media graphics. After a quick lunch, often eaten at her desk while reviewing analytics, her afternoon might involve a virtual meeting with the development team about a website feature, a check-in with Gary about pending updates, or troubleshooting a minor issue on the volunteer portal. She dedicates about 30 minutes each day to reviewing security logs or checking for plugin vulnerabilities. She typically leaves the office around 5:00 PM, cycling home to unwind.

Lifestyle

Jasmine lives alone in a cozy, modest apartment in the west side of Chicago, a space she's carefully curated with plants and art from local craft fairs. Her mornings begin with a quiet ritual: a strong cup of coffee, a quick scan of local news headlines, and a few minutes of stretching before heading out. She prefers cycling to work, enjoying the city's rhythm and fresh air, and often uses her lunch breaks to explore nearby parks or grab a quick bite at a neighborhood cafe. Evenings are a mix of personal projects, like tending to her small herb garden on the balcony, catching up with friends via video calls, or diving into a good book. She's mindful of her finances, prioritizing experiences and necessities over impulse buys, and finds satisfaction in a well-managed budget that allows for occasional treats and contributions to causes she believes in.

Work life

Jasmine's role as Communications Coordinator at 'Chicago Cares for Kids' is a constant balancing act. She's the primary steward of their online presence, managing three distinct WordPress sites: the main organizational hub, a dedicated microsite for their annual fundraising gala, and a portal for their growing volunteer base. Her days are a blend of content creation, SEO optimization, and troubleshooting. She collaborates closely with a dedicated volunteer webmaster, a retired IT professional named Gary, and an external contractor who handles more complex plugin updates and occasional custom coding. Security is a recurring concern; she meticulously documents basic security protocols in a shared Google Drive folder, ensuring they're reviewed and updated, especially leading up to major campaigns or donation drives. The pressure to maintain a professional, secure, and engaging online presence on a limited budget is ever-present.

Relationships

Jasmine's closest relationships are with her small circle of long-time friends, many of whom she met through college or previous volunteer work. She also maintains a warm, professional rapport with her colleagues at the nonprofit and a friendly, collaborative dynamic with Gary, the volunteer webmaster. Her parents, who live in a suburb outside the city, are a source of quiet support, though they don't fully grasp the intricacies of her digital work. She values their opinions but makes her own decisions regarding her career and personal life.

How they decide

Jasmine is a cautious and research-oriented decision-maker, especially when it comes to tools or processes that impact her work. She prefers to gather information from multiple sources, consult with trusted colleagues or peers, and weigh the pros and cons carefully. She's not impulsive and tends to favor solutions that offer clear value and reliability, often looking for case studies or testimonials from similar organizations. She's willing to invest time in understanding options before committing.

How they sound

Jasmine speaks with a clear, measured cadence. Her tone is generally warm and approachable, but she can become more precise and focused when discussing technical details or project requirements. She avoids overly casual slang, preferring professional but accessible language. She's articulate and thoughtful, often pausing to formulate her thoughts. She might use phrases like 'from my perspective,' 'we've found that,' or 'it's important to consider.'