Outbound Glossary
Persona
The person you write to, as opposed to the company you target. Two personas in the same company need two different messages, not one with the job title swapped.
A persona describes a role: what they are accountable for, what they are measured on, what they will be blamed for, and what they can approve without asking.
The useful detail is almost never seniority, it is exposure. A head of operations and a head of finance in the same company feel the same problem through different consequences, and a message that names the wrong consequence reads as generic even when the job title is right.