Rebeca Macedo

Why this persona fits the audience

Co-runs a 6-person mobile-first e-commerce brand in São Paulo. Handles product strategy and occasionally dives into frontend code review. Currently relies on spreadsheets and manual screenshots to track design trends and maintain a visual library for the team.

• Age: 34
• Location: São Paulo, Brazil
• Occupation: Co-Founder & Product Owner
• Income: $40,000 - $60,000 USD equivalent
• Education: Self-taught / Bootcamp Graduate
• Company size: 6
• Years in role: 5

“Every pixel matters, but so does the feeling a customer gets when they discover something new on our app.”

Rebeca Macedo, 34, is a driving force behind a burgeoning mobile-first e-commerce brand based in São Paulo, Brazil. As a co-founder and Product Owner, they have been instrumental in shaping the company's trajectory over the past five years. Their journey into tech and entrepreneurship was largely self-taught, augmented by intensive bootcamps that honed their skills in product management and digital strategy. Rebeca's passion lies in creating intuitive and engaging mobile shopping experiences, a commitment reflected in the brand's core focus. They manage a lean team of six, fostering a culture of innovation and resourcefulness. Their role is multifaceted; they are the visionary for the product, meticulously defining its roadmap and user experience, but also a hands-on contributor, frequently engaging in frontend code reviews to ensure the highest standards of quality and performance. This dual focus is critical for their company's agile development cycle. Currently, Rebeca grapples with inefficient workflows for design asset management, relying on manual methods like spreadsheets and screenshots to maintain a visual library and track emerging trends. This manual approach consumes valuable time and hinders the team's ability to quickly iterate and stay ahead of the curve. Their income, equivalent to $40,000-$60,000 USD, reflects the startup phase, necessitating careful financial planning and a constant search for efficient solutions. Rebeca is driven by a deep-seated belief in customer obsession and the power of innovation to solve real-world problems. They are constantly seeking ways to optimize processes and enhance the user journey, viewing every challenge as an opportunity to learn and adapt. Their recent focus has been on streamlining how the team captures and organizes design inspiration, a critical bottleneck in their product development pipeline. This has led them to explore more systematic approaches to visual asset management, aiming to free up more time for strategic product development and less on administrative tasks. Rebeca's relationship with time is one of constant negotiation; there are never enough hours in the day, yet they strive for efficiency and impact. Their approach to status is rooted in the success and positive impact of their product, rather than material possessions.

Background & daily life

A day in their life

Rebeca's typical weekday begins around 6:30 AM with a quick workout and a healthy breakfast. By 8:00 AM, they're in their home office, checking urgent emails and reviewing the previous day's performance metrics. The morning is dedicated to product strategy meetings, user feedback analysis, and planning upcoming sprints. Lunch is usually a quick, healthy meal eaten at their desk while catching up on industry news. The afternoon often involves diving into design reviews, collaborating with the development team on feature implementation, or researching new e-commerce trends. They might spend an hour reviewing frontend code or sketching out new UI concepts. The workday typically wraps up around 7:00 PM, after which they might engage in personal learning or connect with friends.

Lifestyle

Rebeca lives in a cozy, sunlit apartment in São Paulo's vibrant Vila Madalena neighborhood. They wake up early, often by 6:30 AM, and start the day with a mix of cardio and yoga. After a quick breakfast of avocado toast and green juice, they head to their home office. Their evenings are spent balancing work with hobbies like sketching and learning new languages, occasionally exploring local markets for unique finds. On weekends, they might meet friends for brunch or attend a design exhibition. They are mindful of their spending, prioritizing investments in their business and personal growth over luxury items, but enjoy treating themselves to good coffee and occasional travel.

Work life

As co-founder and Product Owner of a 6-person e-commerce startup, Rebeca's days are a dynamic blend of strategic thinking and hands-on execution. They are deeply involved in defining the product roadmap, translating user needs into actionable features, and ensuring the mobile-first experience is seamless. While their primary focus is product strategy, they aren't afraid to roll up their sleeves, often reviewing frontend code to maintain quality and consistency. Their team is lean and agile, fostering a collaborative environment where ideas flow freely. The pressure to innovate and stay ahead in the competitive e-commerce landscape is constant, driving Rebeca to constantly seek out new trends and user insights.

Relationships

Rebeca maintains close ties with their co-founder, a partnership built on mutual respect and shared vision. They have a small, tight-knit circle of friends, many of whom are also entrepreneurs or creatives, providing a strong support network. Family is important, though geographically distant, with regular video calls bridging the gap. Their team is like a second family, and they feel a strong sense of responsibility towards their well-being and professional development.

How they decide

Rebeca tends to be a research-heavy decision-maker, especially for strategic initiatives. They gather data, consult with their co-founder and key team members, and analyze potential impacts thoroughly. However, they also value intuition and are willing to make calculated risks when an opportunity aligns with their core values and vision. They are open to new approaches but will weigh them against practical considerations and resource availability.

How they sound

Speaks with a warm, engaging tone, often using a mix of standard Portuguese and Brazilian slang. Their speech is energetic and passionate when discussing their work or new ideas, but can become more measured and analytical when detailing product strategy or technical challenges. They tend to avoid overly formal language, preferring direct and clear communication, and are comfortable using technical jargon with their team. They often use phrases like 'a gente precisa' (we need to) and 'faz sentido' (it makes sense).