Starbucks Buyer PersonaKelsey Harrell

Hardworking HeatherBackground:• Head of Finance• Has been with investment company for 6

years • Married, 1 child

Demographics:• Skews female• 25-40• Household income $150,000• Urban

Identifiers:• Hardworking and morally- driven • Cares about social welfare• Hip and contemporary• Eats organic foods and shops at farmers

markets • Attends play dates and PTA meetings• Enjoys art, music, cooking, shopping,

pilates and hiking

Hardworking HeatherGoals:• To maintain a healthy work- life balance• To effectively manage a large finance

department• To find satisfaction in her work• To continue to move up the ladder at work

Challenges• Time management• Staying upbeat and energetic during long

days• Hectic work schedule

How we Help• Provide nutritious food and drinks on- the-

go to stay energized and focused• Make products available 24 hours a day• Provide products catered to children • Offer organic menu options • Provide quality and efficient customer

service and products

Hardworking HeatherQuotes: • “ My daughter means everything to me. I

don’t want to miss out on watching her grow up.”

• “ I am a multi- tasker. I have to be if I want to keep up with everything.”

• “ I love to check things off my to-do list, it makes me feel accomplished.”

• “When the weekend rolls around, I find a quiet place to meditate and reflect. Oh yeah, and sleep!”

• ‘When I buy a product it’s all about the experience. Quality, environment and efficiency are key.”

Objectives:• I’m a first impressions kind of person, if

something rubs me the wrong way, I’m reluctant to try it again.

• I don’t have time to shop around, so if I can’t get all the things I need in one place I go somewhere else.

Hardworking Heather

Marketing Message:Convenient nutrition for the whole family

Elevator Pitch:We are your one- stop shop for nutritious food and drinks, designed for busy parents, professionals and all coffee- lovers

Social Media Messaging:• Instagram• Google+• Pinterest• Facebook• Twitter