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‘Persona Exercise/ Assignment’ Content Development Strategies for Digital Marketing Class Fall 2019 New York University SPS – with Judy Galloway
December 10, 2019 
Meet Barbara…


Barbara is a 40 year old expatriate from USliving in Singpore for 5 awesome years. She works as one Brand Strategist and Planner to Changi Airport Group.Married with 2 young kids: one is 9 and 12. She got one dog and a cat that is with them even before her relocationto Singapore. She got nanny.

She graduated from the University of Chicago withBusiness background in Creative and Marketing. She commands $180,000 a year.

Values & Goals

Strong advocate for work and balance in office but often works several hours in the evening except for Friday and Saturday.  She prides herself on staying on top of emails and being responsible to the team organization. She encourages everyone in the team to grow professionally & competively.

She supports her two kids to develop creativity at young age as she see that their strong influence to theirfuture possile career/ professions.

At Home

She is nice ‘queen’ of the household. Her relationshipwith everyone in the house including their nanny is admirable. Their family always travels overseas on holidaysand sometimes she bring them with her as part of her work related trips including the nanny that’s living with them since her youngest was born.
Barbara is a great host at home events. She always impresses family and friends whenever she hold even witha simple afternoon teatime or dinner – everything would beclassy experience. Looks expensive for less experiences. She pampers their dog and cat as if their real another kids.

At Work

Barbara gives importance to the value of time at work -living with the idea of ‘Time is money’. So she goes to work always on time.She works in the department with about 10 people underher leadership. Contributes a lot to the Creative & Strategic Planning to keep and maintain the great reputation & services of Changi Airport Group – for winning the best airport in the world for 8 consecutive years. She travels 3 – 4 times a month for business trip.

Singapore Expats’ luxurious ‘pet culture’.
A growing pet dog & cat lifestyle acceptance.

The country’s perception of living with pet dog & cat is changing. Most expatriates coming to Singapore due to work relocation isgrowing in the past 10 years. As they change their work place while adapting to the another modern & more convenient environment, businesses also adjust and becoming moreexpat lifestyle-friendly.

Walking in the streets and parks, locals and other tourist will no longer be surprised on how more people are treating their petas if ‘super pampered” as if their precious child/ children. Some arein strollers while galavanting, with clothes, well groomed, & others.They also bring them to most places that are animal friendly like some restaurants, shopping malls, grocery stores, bars, and etc.

A lot of shops and accomodations for animals are also increasingin the past years — hotels for pet dogs & feline if they want to assurea great treament to them whenever they will be away holidays &no one will take care of the “kids’, clinics and/or just plain shopsfor animal merchandise are making good businesses.

Trully, this animal/ pet treatment culture is becoming well accepted as dictated by their lifestyles influenced by the diversity of culture injecting to the society.

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