Persona Name: Jane Cleansmith

Profile Goals Challenges

Job Title: Senior VP
Job Role: Vice President Consumer Goods
Responsibilities: Executive ownership of P&L for
multi-national brand portfolio. Manages cross-
functional leadership to drive innovative
consumer goods brand strategies.
Age: 36
Education: MBA – Marketing, BS – Economics
Experience: 13 YOE in consumer marketing &
product management (High Tech & CGS)
Geography: Los Angeles, CA
Company Size: 5000+ (Medium)
Jobs to be Done: Account & brand executive responsible for owning & Pain Points: Dual-spouse careers (Husband is Architect), work-related travel, after
maintaining client-facing relationships & overall brand strategy & M&As, R&D, -business hours work interruption, maintaining a house, stress of maintaining a
development, launch, & execution. De-Facto Brand CEO. busy social life.
Success definition: Establish consumer-brand relationships anchored to Worries: Not spending enough time with loved ones.
customer delight. Time Wasters: Household chores
Personal goals: Drive strong performance results in business while
maintaining a successful familial relationship (Husband, Son, Daughter, Father,
Mother, Friends).
Personality Information Sources
Demeanor: Ambitious, Dedicated, Logical, Caring, Faithful Media Consumption: Internet Periodicals & Articles, Blogs, YouTube
Personality Traits: Curious, Compassionate, Impatient Watering Holes: Regional Company Offices, Client Locations, Airports, Uber / Lyft, Local
Values: Family, Health, Career Advertising, Restaurants, Athletics & Outdoors Groups
Social Networks: Instagram, Fishbowl, Blind, Reddit
Influencers: Ariana Huffington, Mark Cuban, Oprah Winfrey, Gary Vaynerchuk, Tony
Robbins, The Home Edit
Professional Associations: American Marketing Association (AMA), American Business
Women’s Association, Bill & Melinda Gates Foundation, World Wildlife Fund

Bio
See Jane. See Jane run. See Jane fly. Oftentimes it feels to Jane that this is all that she does, run from client to client, fly from deal to deal. She’s worked hard to achieve her position at the pinnacle of brand strategy
in the consumer goods space and her work ethic and innovative approach to driving consumer delight is unparalleled. Yet, Jane feels lost. While her career is important to her, she prizes her family & social life
above all else. With her husband (Richard, who is building his own architecture firm) working full-time as well, it leaves little time between the two of them to maintain their family and provide the love and support
required by their son, Miles, and their daughter, Jennifer. Add onto this the stress of maintaining close relationships with their relatives and their most important friends, it seems as if they have no time for
anything else, much less keeping a house in order. Household chores are a weekly struggle for Jane and her family and takes away much needed time that could be spent with her family. See Jane frustrated. See
Jane juggling. Jane could use some help…