Annalena Hargasser

Why this persona fits the audience

She co-owns a 3-person Shopify and brand agency in Berlin. The team invoices clients in Germany, the UK, and the US, and she handles payouts to freelancers in Poland and Romania while keeping balances and due dates across currencies in one place.

• Age: 36
• Location: Berlin, Germany
• Occupation: Agency co-owner
• Income: €72,000
• Education: MSc in Media Management
• Company size: 3
• Years in role: 5

“The real challenge isn't just building something beautiful; it's making sure the engine runs smoothly behind the scenes, especially when the world is your marketplace.”

Annalena Hargasser’s journey into agency ownership began not in a boardroom, but through a passion for visual storytelling. After completing her MSc in Media Management, she initially worked in digital marketing roles, honing her skills in brand strategy and campaign execution. However, she found herself increasingly drawn to the entrepreneurial spirit and the desire for greater creative control. Alongside two like-minded colleagues, she co-founded their boutique Shopify and brand agency five years ago. Based in Berlin, the agency has steadily grown, attracting clients from Germany, the UK, and the US. Annalena’s role evolved organically to encompass significant financial oversight, a necessity born from their international client base and a distributed team of freelancers, primarily in Poland and Romania. She views financial management not as a chore, but as a critical component of the agency’s operational integrity and a puzzle to be solved efficiently. She’s deeply invested in the agency’s success, seeing it as a vehicle for creative expression and professional autonomy. Her income of €72,000 reflects her contribution and the agency's current stage of growth. She lives with her partner, and their shared finances are managed with a similar blend of pragmatism and forward-thinking. Annalena is currently focused on refining the agency's financial processes, particularly the complexities of multi-currency transactions, aiming to free up more time for strategic client work and creative development. She recently decided against a more expensive, all-in-one enterprise solution, opting instead to research more specialized, cost-effective tools that could integrate with their existing systems, prioritizing flexibility and control over a monolithic platform.

Background & daily life

A day in their life

Annalena’s weekday typically starts around 7:00 AM with a quick yoga session or a brisk walk. After a strong coffee, she cycles to the agency office by 8:30 AM. The morning is usually dedicated to client communications and reviewing project progress with her team. Lunch is often a quick affair at her desk while catching up on industry news. The afternoon is her financial deep-dive time: reconciling invoices, processing payments to freelancers in Poland and Romania, and checking currency exchange rates. She aims to wrap up by 6:00 PM, often followed by an evening climbing session or meeting friends for dinner. She’ll usually spend 30 minutes before bed reviewing her calendar and to-do list for the next day.

Lifestyle

Annalena shares a bright, modern apartment in Prenzlauer Berg with her partner, a software developer. Their weekends often involve exploring Berlin's diverse neighborhoods, visiting galleries, or heading to a local climbing gym. She's mindful of her spending, prioritizing experiences and investments in her business over luxury goods, though she enjoys good coffee and occasional fine dining. She’s disciplined about her health, incorporating morning yoga and cycling to work. Financial planning is a regular, almost ritualistic, part of her week, ensuring business and personal finances are well-managed.

Work life

As co-owner of a lean agency, Annalena juggles client management, financial oversight, and strategic planning. Her days are a dynamic mix of client calls, project reviews, and deep dives into financial reconciliation. She thrives on the autonomy but feels the constant pressure to deliver exceptional results for their growing international client base. The team relies on her to keep the financial gears turning smoothly, especially with the complexities of cross-border payments and managing payments to their Polish and Romanian freelance developers. She’s recently been evaluating new tools to streamline these financial operations.

Relationships

Annalena is in a stable, long-term relationship with her partner, who provides a supportive sounding board for business challenges. Her two co-founders are close colleagues and friends, fostering a collaborative work environment. She maintains a small, tight-knit circle of friends from university and her photography club, valuing their diverse perspectives.

How they decide

Annalena approaches decisions methodically. She gathers information from multiple sources, weighs pros and cons carefully, and often seeks input from her co-founders or partner. For significant business investments, she'll conduct thorough research, compare options, and look for solutions that offer long-term value and efficiency, rather than just the cheapest immediate fix.

How they sound

Speaks clearly and precisely, with a slight Berliner accent that surfaces when she's relaxed. Her tone is generally calm and professional, but can become more animated when discussing creative projects or problem-solving. She avoids overly casual slang in professional contexts but uses common German colloquialisms like 'genau' or 'ach so' naturally. She tends to be direct but polite, valuing clarity over ambiguity.