Spain · Section: personas · Madrid-coordinated
Thirty-six personas who buy corporate merchandise
The roles that spend a merchandise budget, what each one is measured on, how large that budget usually is and what they ask for in the first message.
Personas · 36 pages in this section
Same offer, four different readings
A merchandise programme is bought by a small group of roles, and each of them reads the same offer differently. The marketing manager judges the finish against the brand book. The procurement manager reads the price and the payment terms. The sustainability officer checks the material certificate. The financial controller checks the invoice format. The human resources director checks whether the kit scales to five hundred people without an administrative problem. None of them is unreasonable, and they rarely want the same document first.
These thirty-six pages describe each role in the order a buyer needs: what the role is accountable for, the budget band that normally sits behind it, the criteria that decide the outcome, the approval path the order has to travel, what to send in the first message and what the second message should contain. Several pages cover roles that do not exist in a small company, and those explain what to do when the responsibility sits with one person wearing two hats.
Every page in this section · 36 entries
Every persona
The personas are listed alphabetically by role. Each page is a short read and ends with the artefact that role has to approve.
- Brand manager persona
- CFO and finance leader persona
- Chief Data Officer persona
- Chief experience officer persona
- Chief Information Officer persona
- Chief people officer (CPO) persona
- Chief Procurement Officer persona
- Persona: Chief Product Officer (CPO)
- Persona: Chief Revenue Officer (CRO)
- Chief Supply Chain Officer persona
- Chief Sustainability Officer persona
- Corporate counsel persona
- Creative director persona
- Director of Customer Experience persona
- Director of Events persona
- Persona: engineering manager
- Event marketing lead persona
- Founder / CEO persona
- Persona: General Counsel
- General manager persona
- Head of Customer Success persona
- Head of Design persona
- Head of revenue ops persona
- HR & people-ops persona
- Internal comms lead persona
- Marketing director persona
- Office manager persona
- Procurement officer persona
- VP Communications persona
- VP Corporate Social Responsibility persona
- VP Digital persona
- VP finance persona
- VP Marketing persona
- VP product persona
- Persona: VP Sales
- VP Strategy persona
Before the brief · answered in full
Questions about the buyer personas
Which persona do I send the brief to?
Identify the role that holds the budget and the role that can veto. The budget holder and the veto holder are usually different people and need different documents.
Do you work with procurement directly?
Yes, and for a first order above a certain volume it is usually the right route. The procurement page covers what a procurement manager checks.
What if our structure does not match these roles?
Many small companies have one person covering several of them. The pages say which criteria to prioritise when that happens.
Request a quote · We respond within one business day.
Tell us what the programme has to do
Send the quantity, the product, the decoration, the delivery city and the date you need it. We reply with a written proposal and the lead time that applies to your order.