Steffen Hargasser

Why this persona fits the audience

Co-owns a 9-person content and performance marketing studio in Berlin. He handles client proposals, campaign reporting, invoice chasing, and occasional copy review; a few teammates use ChatGPT and browser-based research workflows, but most work still runs through spreadsheets and Trello.

• Age: 38
• Location: Berlin, Germany
• Occupation: Co-founder / Managing Director
• Income: €90k owner draw
• Education: Master's in Media Studies
• Company size: 9
• Years in role: 7

“The real challenge isn't just doing the work, it's building a sustainable system that allows us to do great work, consistently, without burning ourselves or our clients out.”

Steffen Hargasser, 38, is the co-founder and Managing Director of a nine-person content and performance marketing studio based in Berlin. Holding a Master's in Media Studies, he co-established the agency seven years ago with a vision to blend creative excellence with measurable results. His role is multifaceted, encompassing the crucial tasks of client acquisition through detailed proposals, performance analysis via campaign reporting, and financial stability through diligent invoice chasing. While he champions innovation and encourages his team to explore tools like ChatGPT for research and content ideation, the studio's core operations remain anchored in familiar territory: spreadsheets for data management and Trello for project workflows. This pragmatic approach stems from a deep-seated value for craft quality and efficiency, ensuring that client deliverables are consistently high-standard. Steffen’s income as an owner draw is around €90k annually, a figure he views as a reflection of the studio's current capacity rather than a personal ceiling. He’s driven by a desire for independence and continuous learning, constantly evaluating new technologies and methodologies that could enhance the studio's offerings without disrupting its established reliability. He recently decided to pilot a new AI-powered research assistant for the junior copywriters, allocating a small budget for testing its efficacy over a three-month period, a decision born from his interest in AI demos and a desire to improve workflow efficiency. His personal life is balanced by a passion for cycling, an appreciation for thoughtful typography, and a quiet enjoyment of indie games, providing a necessary counterpoint to the demands of agency ownership. He views time as a finite, valuable resource, both for himself and his clients, and is always seeking ways to optimize its use through smarter processes and tools.

Background & daily life

A day in their life

Steffen's weekday typically begins around 7:00 AM with a quick check of urgent emails and industry news over coffee. He cycles to the studio by 8:30 AM, often using the ride to mentally prepare for the day. Mornings are usually packed with client calls, proposal writing, and reviewing team progress on Trello boards. After a simple lunch, often eaten at his desk, he dedicates time to financial tasks – reviewing campaign performance metrics, chasing outstanding invoices, or preparing client reports. He might spend an hour experimenting with a new AI tool or researching a potential software solution. The team usually wraps up around 6:00 PM, but Steffen often stays later to finalize reports or plan for the next day, cycling home around 7:30 PM.

Lifestyle

Steffen lives in a well-organized, minimalist apartment in Prenzlauer Berg, Berlin. His evenings often involve a quick, healthy meal followed by either diving into an AI demo, reading a design blog, or playing a few rounds of an indie strategy game. Weekends are for longer cycling trips along the Spree or exploring new neighborhoods. He’s conscious about his health, aiming for balance, but sometimes sacrifices sleep when a client project or a new tech tool demands his attention. Financially, he's prudent, reinvesting most of the studio's profits back into the business, but allows himself occasional splurges on quality cycling gear or rare typography books.

Work life

As co-owner, Steffen's days are a constant juggle. He's the primary point person for new client proposals, meticulously crafting pitches and ensuring they align with the studio's capabilities. Campaign reporting is another significant chunk of his time, where he translates data into digestible insights for clients. He also handles the less glamorous but essential task of chasing invoices, a necessary evil for cash flow. While he encourages his team to explore new tools, including AI, he remains grounded in the studio's established workflows, which still heavily rely on spreadsheets for tracking and Trello for project management. He occasionally steps in for copy reviews, applying his media studies background.

Relationships

Steffen is in a long-term relationship with his partner, who works in sustainable architecture. They share a pragmatic approach to life and finances. His business partner, Lena, handles the creative direction and team management, providing a complementary skill set. He maintains a small circle of close friends, mostly fellow entrepreneurs or creatives, with whom he exchanges advice and commiserates about the challenges of running a business.

How they decide

Steffen is a methodical researcher. He weighs options carefully, often creating spreadsheets to compare features, costs, and potential ROI. He'll read reviews, seek out case studies, and sometimes run small internal tests before committing to a new tool or strategy. While he values efficiency, he won't rush into decisions that could impact quality or team workflow negatively.

How they sound

Speaks with a clear, measured cadence. Uses precise language, avoiding excessive slang or jargon unless discussing technical specifics. His tone is generally professional and calm, but can become more animated when discussing new technologies or a particularly successful campaign. He tends to be direct but polite, valuing clarity and substance over superficiality.