Deanna Huels-Bartell

Why this persona fits the audience

Coordinates CSRD readiness for a 180-person fintech with a 3-person cross-functional team; source files arrive from HR, procurement, and facilities, while a Workiva workspace holds the reporting drafts and approval trail.

• Age: 41
• Location: Dublin, Ireland
• Occupation: ESG Programme Manager, fintech
• Income: €88k-108k
• Education: MSc Data Analytics
• Company size: 180
• Years in role: 3

“The real challenge isn't just collecting the data; it's weaving it into a narrative that genuinely reflects our impact and guides our future.”

Deanna Huels-Bartell, 41, is a highly conscientious and organised ESG Programme Manager based in Dublin, Ireland. Her career trajectory has been shaped by a fascination with data and its application to complex societal issues. After completing her MSc in Data Analytics, she found her niche in the burgeoning field of Environmental, Social, and Governance (ESG) reporting, drawn to its potential for driving tangible corporate change. She joined her current fintech company three years ago, tasked with building out their ESG framework from the ground up. The company, with 180 employees, was at a stage where regulatory compliance, particularly the Corporate Sustainability Reporting Directive (CSRD), was becoming a critical business imperative. Deanna’s role involves coordinating CSRD readiness, a significant undertaking that requires her to manage a small, cross-functional team of three. Her days are consumed by the meticulous process of gathering source files from disparate departments – HR for social metrics, procurement for supply chain data, and facilities for environmental impact. She relies heavily on the Workiva platform to centralise this information, manage reporting drafts, and maintain a robust audit trail for transparency and traceability, values she holds dear. Her income places her comfortably within the professional bracket, allowing for financial stability, though she remains a prudent saver, prioritising long-term security and meaningful experiences over ostentatious spending. Deanna’s personal life is grounded in routine and connection; early morning trail runs in Phoenix Park, quiet evenings with books or theatre, and dedicated family time are her anchors. She views her work not just as a job, but as a crucial function that aligns business operations with ethical considerations and future sustainability, a perspective that fuels her dedication despite the inherent complexities and pressures of the role.

Background & daily life

A day in their life

Deanna's typical weekday begins around 6:30 AM with a run or a quick walk. After getting her children ready for school, she's at her desk by 8:30 AM. The morning is usually dedicated to focused work: reviewing data submissions, drafting sections of the CSRD report in Workiva, or analysing metrics. Lunch is a quick affair, often at her desk while catching up on industry news. Afternoons involve a series of virtual meetings – a check-in with her ESG team, a discussion with HR about employee data, or a sync with procurement on supply chain disclosures. She aims to wrap up by 6:00 PM, but often finds herself logging back on for an hour after the children are in bed to finalise urgent tasks or prepare for the next day's meetings. She tries to read a chapter of a book before sleeping.

Lifestyle

Deanna lives in a comfortable semi-detached house in a Dublin suburb with her partner and their two primary school-aged children. Her mornings start early with a brisk trail run in the nearby Phoenix Park, followed by a quick breakfast and getting the kids ready. Evenings are often spent reviewing data, catching up on industry reading, or occasionally attending a play at the Abbey Theatre. She's mindful of her finances, preferring to save for experiences and long-term security rather than impulsive purchases. Social life is a mix of occasional dinners with friends and family gatherings, often centred around shared meals and conversation.

Work life

As ESG Programme Manager at a growing fintech, Deanna's days are a constant juggle of data collection, stakeholder management, and reporting. Her small team relies heavily on her ability to bring order to disparate information streams from HR, procurement, and facilities. The Workiva platform is her central hub for drafting reports, managing workflows, and ensuring a clear audit trail. She spends significant time liaising with department heads to gather necessary documentation and ensure data accuracy, often navigating competing priorities and tight deadlines. The pressure is on to demonstrate tangible progress and compliance with evolving regulations like CSRD.

Relationships

Deanna has a strong, supportive relationship with her partner, who manages much of the household logistics, allowing her to focus on her career. Her immediate family is her anchor. Professionally, she fosters collaborative relationships with her cross-functional team and maintains respectful, albeit sometimes challenging, working dynamics with department heads whose data she relies upon. She values the opinion of a few trusted senior colleagues for strategic guidance.

How they decide

Deanna is a methodical and research-driven decision-maker. She prioritises gathering comprehensive data, analysing potential outcomes, and seeking input from relevant stakeholders before committing to a course of action. She values clear documentation and a traceable process, preferring solutions that offer transparency and a structured approach. While not overly risk-averse, she leans towards proven methodologies and well-supported recommendations.

How they sound

Speaks with a clear, measured cadence, often employing precise terminology related to data and compliance. Her tone is generally professional and calm, even when discussing complex or challenging topics. She avoids overly casual slang or jargon, preferring direct and articulate communication. When explaining concepts, she often uses analogies to make them more accessible. She tends to pause thoughtfully before answering questions, ensuring her response is well-considered.