Sanne Willems

Why this persona fits the audience

They are product lead at an 18-person Amsterdam cleantech firm building battery-monitoring hardware with a UK pilot site. The company applies for UK innovation funding a few times a year, and their draft process currently starts in spreadsheets, shared docs and ChatGPT-generated outlines.

• Age: 41
• Location: Amsterdam, Netherlands
• Occupation: Product lead
• Income: €88,000 salary plus bonus
• Education: Master's degree in industrial design engineering
• Company size: 18
• Years in role: 5

““Every kilowatt-hour saved, every component designed for longevity, it’s a small victory against a much larger problem. We just need to build the tools to make those victories happen systematically.””

Born and raised in Utrecht, Sanne Willems developed an early fascination with how things work and a deep-seated concern for environmental issues, stemming from childhood trips to nature reserves impacted by industrialization. This led them to pursue a Master's degree in Industrial Design Engineering at Delft University of Technology, where they honed their skills in user-centered design and sustainable product development. Post-graduation, Sanne spent a few years at a larger manufacturing firm, learning the ropes of product lifecycle management and the complexities of scaling production, but felt constrained by the company's slow pace and limited focus on sustainability. Seeking a more impactful environment, they joined their current Amsterdam-based cleantech startup five years ago. As Product Lead, Sanne has been instrumental in shaping the company's core battery-monitoring hardware product, pushing for robust data integrity and user-friendly interfaces. Their current focus is heavily weighted towards securing significant UK innovation funding, a process that consumes considerable time and mental energy. Sanne meticulously manages their finances, living well within their means and viewing their income as a resource to enable their work and personal values, rather than a path to conspicuous consumption. They see time as a precious commodity, constantly seeking efficiencies to dedicate more of it to meaningful innovation and less to administrative overhead. This drive for precision and impact informs their approach to both their work and their personal life, pushing them to optimize processes and maximize positive outcomes, whether it's a grant application or a weekend cycling route.

Background & daily life

A day in their life

Sanne's typical weekday begins around 7:00 AM with a quick breakfast and scanning industry news before an 8:00 AM cycle commute to the office. The morning is usually packed with product team meetings, reviewing user feedback, and sketching out new feature concepts. After a simple lunch, often at their desk, the afternoon is heavily focused on grant proposal work – consolidating data from spreadsheets, refining ChatGPT-generated text for clarity and accuracy, and collaborating with the finance department on budget justifications. They aim to wrap up by 6:00 PM, taking another bike ride home, perhaps stopping at a local market before preparing a healthy dinner.

Lifestyle

Sanne lives in a modest, energy-efficient apartment in Amsterdam Noord, prioritizing cycling over driving for almost all local travel. Weekends often involve longer bike tours through the Dutch countryside or exploring new cycling routes in other European cities. They maintain a disciplined routine, focusing on health through balanced meals and regular exercise, and are quite mindful of their spending, preferring durable, long-lasting goods. Social life is a mix of small gatherings with close friends and occasional industry networking events, balancing personal time with professional connections.

Work life

As Product Lead at their cleantech firm, Sanne navigates the dual demands of product development and the often-arduous grant application process. Their days are a blend of user research, prototyping, and deep dives into technical specifications for the battery monitoring hardware. A significant portion of their time is dedicated to meticulously preparing grant proposals, especially for UK innovation funds, which involves coordinating input from engineering and finance teams, and wrestling with spreadsheet templates and iterative document revisions. They feel the pressure to secure funding to scale their pilot program.

Relationships

Sanne has a close-knit circle of friends, many met through university or cycling clubs, who provide a strong support system. They maintain good working relationships with their engineering and marketing colleagues, valuing their expertise. While not overly involved in extended family gatherings, they have a warm relationship with their parents and sibling, who are proud of their career path.

How they decide

Sanne approaches decisions methodically. They gather data from multiple sources, weigh pros and cons carefully, and often seek input from trusted colleagues or subject matter experts. They are not impulsive and prefer to have a clear understanding of potential outcomes before committing, but can act decisively once a consensus or strong evidence points to a particular path.

How they sound

Speaks with a clear, measured tone, often using precise technical or design language. Avoids excessive jargon when speaking to non-specialists. Generally formal but can be warm and collaborative in team settings. Rarely uses slang, preferring standard Dutch or English. Can sound slightly reserved until comfortable discussing a topic in depth.