Frances Stiedemann

Why this persona fits the audience

Team lead at a 6-person digital marketing agency in London specializing in influencer outreach for fintech startups. Responsible for generating new client leads and currently relies on manual DMs sent from personal accounts after identifying prospects via hashtag searches.

• Age: 29
• Location: London, UK
• Occupation: Head of Business Development
• Income: £45,000 - £60,000
• Education: Master's Degree
• Company size: 6
• Years in role: 3

“The real challenge isn't finding potential clients; it's finding the *right* ones efficiently and building genuine connections that last.”

Frances Stiedemann, 29, is the Head of Business Development at a boutique digital marketing agency in London, a role she's held for three years. Her agency, a tight-knit team of six, specializes in influencer outreach specifically for emerging fintech startups. This niche focus requires Frances to possess a keen understanding of both the fast-paced tech world and the intricacies of financial regulations. Her Master's degree in Marketing provided a strong theoretical foundation, but her real expertise has been forged through hands-on experience navigating the complexities of B2B sales in a highly competitive market. Her current lead generation strategy is heavily reliant on manual effort: meticulously searching hashtags on platforms like LinkedIn and Instagram, then crafting and sending personalized direct messages from her own accounts. This method, while personal, is time-consuming and limits scalability. Frances is driven by a desire for innovation and building strong client relationships, valuing professional reputation and a sustainable work-life balance. She's recently been exploring new productivity apps to streamline her workflow and is actively seeking ways to optimize her outreach process without sacrificing personalization. She lives in a shared flat in Hackney, a deliberate choice to be close to the city's startup hub, and is diligently saving for a property deposit. Her income of £45,000-£60,000 reflects her mid-level professional status in London's agency scene. She's keenly aware of the need to evolve her agency's approach to lead generation, recognizing that manual methods, while effective to a degree, are not sustainable for significant growth. This has led her to research more efficient, data-driven methods for identifying high-intent prospects, a constant balancing act between her pragmatic approach and the agency's need to scale.

Background & daily life

A day in their life

Frances's day typically begins around 6:30 AM with a quick run or yoga session, followed by checking industry news over breakfast. She arrives at the Shoreditch office by 8:30 AM, often before her team. The morning is dedicated to strategic tasks: reviewing lead generation metrics, planning outreach campaigns, and responding to urgent client inquiries. Lunch is usually a quick affair, either a packed meal or a nearby sandwich shop. Afternoons are spent on direct outreach – crafting personalized DMs and emails, attending virtual meetings with prospects, and collaborating with her team on content strategy for clients. She aims to leave the office by 6:30 PM, but often stays later if a critical deadline looms. Evenings might involve a networking event or catching up on industry podcasts during her commute home.

Lifestyle

Frances lives in a shared flat in Hackney, a compromise for being close to London's vibrant startup scene and her agency's Shoreditch office. She prioritizes her evenings and weekends for personal time, often meeting friends for drinks or exploring new restaurants. While she enjoys the city's energy, she's mindful of her finances, saving for a deposit on a small flat. Her routine involves early morning runs along the canal before diving into work, and she’s recently started experimenting with meal prepping to save time and money during the week. She values experiences over material possessions, often opting for weekend trips to the countryside over expensive shopping sprees.

Work life

As Head of Business Development for a small, agile agency, Frances is deeply involved in every aspect of client acquisition. Her days are a whirlwind of identifying potential fintech startups, crafting personalized outreach messages, and nurturing relationships. She works closely with her small team, fostering a collaborative environment where everyone contributes to lead generation. The pressure is constant to deliver results and secure new business, but she thrives on the challenge. Her current focus is refining their influencer outreach strategy, ensuring it aligns with the evolving fintech landscape and regulatory changes. She relies heavily on her personal LinkedIn and email for direct outreach.

Relationships

Frances maintains strong professional relationships with her small team, viewing them as collaborators rather than subordinates. Her closest friends are a mix of former university colleagues and people she's met through industry events, forming a supportive network. Her parents, who live in the Cotswolds, are proud of her career but occasionally express concern about her demanding London lifestyle.

How they decide

Frances is a pragmatic decision-maker. She values data and evidence but also relies on her intuition and professional network for insights. She tends to research options thoroughly, weighing pros and cons, but can act decisively when she sees a clear path to success. Peer recommendations and case studies are influential, but ultimately, she trusts her own judgment based on potential impact and efficiency.

How they sound

Speaks with a clear, articulate London accent, often using professional but approachable language. She avoids overly casual slang in professional settings but might use mild British colloquialisms with close colleagues. Her tone is generally confident and enthusiastic, but she can become more measured and analytical when discussing complex fintech regulations or strategic challenges. She tends to be direct but polite, focusing on actionable insights and outcomes.