Malina Hansen

Why this persona fits the audience

Runs a 2-person boutique marketing studio in Berlin that builds multilingual promo assets for local software and professional-services clients. She uses AI avatar video in client concept work and short campaign assets in German and English, often alongside freelancers.

• Age: 29
• Location: Berlin, Germany
• Occupation: Founder and Creative Director
• Income: €54k owner draw
• Education: Bachelor's in communications
• Company size: 2 (plus freelancers)
• Years in role: 4

“The real magic happens when you can blend cutting-edge tech with a deep understanding of what truly connects with people, no matter the language.”

Malina Hansen, 29, is the driving force behind a small but ambitious marketing studio nestled in the heart of Berlin. Armed with a Bachelor's in Communications and a keen eye for emerging trends, she founded her agency four years ago with the vision of providing high-impact, multilingual promotional assets to local small and medium-sized businesses. Her journey into entrepreneurship wasn't a straight line; after a brief stint at a larger agency, she felt constrained by the corporate structure and yearned for the creative autonomy and direct client relationships her own venture could offer. She gravitated towards the dynamic Berlin startup ecosystem, finding a niche serving software companies and professional service providers who needed to communicate effectively across German and English-speaking markets. Malina's approach is characterized by her willingness to experiment. She was an early adopter of AI avatar video technology, integrating it into her workflow for client concept presentations and creating short, engaging campaign snippets. This allows her to offer innovative solutions that are both cost-effective and visually striking, often working with a small, dedicated team and a network of trusted freelancers to scale capacity as needed. Her income as an owner draw reflects the early-stage growth of her business; she reinvests heavily in tools and talent, prioritizing long-term sustainability and creative excellence over immediate personal profit. Malina is deeply invested in the quality of her output, believing that even for SMBs, brand presentation matters immensely. She sees time as a critical resource, both for herself and her clients, constantly seeking ways to optimize workflows without sacrificing the bespoke, high-quality feel her clients expect. Her decisions are driven by a blend of strategic foresight and a genuine passion for creative problem-solving, always with an eye on how technology can enhance storytelling and client impact.

Background & daily life

A day in their life

Malina's typical weekday begins around 7:30 AM with a strong filter coffee and a quick review of emails and industry news. By 9 AM, she's at her co-working space, often in a dedicated studio area, reviewing project briefs or collaborating with her junior designer. The morning might involve a client call in German to discuss a new campaign concept, followed by hands-on work refining AI-generated avatar scripts or motion graphics. Lunch is usually a quick affair, perhaps a 'Stulle' from the nearby bakery. Afternoons are a mix of client communication, exploring new AI tools for concepting, and managing freelance assignments. She aims to wrap up by 6:30 PM, often heading out for a walk or meeting a friend.

Lifestyle

Malina lives in a bright, airy Altbau apartment in Prenzlauer Berg, shared with her cat, Pixel. Her routine is structured but allows for spontaneity; she's up by 7 AM, often starting with a strong coffee and a quick scan of industry news before heading to her co-working space. Evenings are a mix of client calls, creative exploration, or catching up with friends at a local Biergarten. She prioritizes experiences over possessions, saving for travel and investing in her professional development. While not overly frugal, she's mindful of her spending, preferring quality over quantity.

Work life

As the founder and Creative Director of her boutique studio, Malina juggles client acquisition, project management, and creative oversight. Her days are a dynamic blend of strategy sessions, concept development, and hands-on design work, often with her sole employee, a junior designer. She thrives on the challenge of translating client needs into compelling visual narratives, particularly for the local tech and service sectors. The pressure to deliver high-quality, multilingual assets on tight deadlines is constant, pushing her to constantly explore new tools and workflows, like integrating AI avatar videos for client pitches and initial asset drafts.

Relationships

Malina maintains a close circle of friends, many of whom she met during her university years or through Berlin's vibrant startup scene. Her parents, a retired teacher and an engineer, are supportive but don't fully grasp the nuances of her digital agency work. She relies on her business partner for operational insights and her network of freelancers for creative collaboration.

How they decide

Malina is a pragmatic decision-maker, leaning towards research and experimentation. She values efficiency and demonstrable results, often testing new tools or approaches on smaller internal projects before proposing them to clients. Peer recommendations and case studies carry significant weight, but ultimately, she trusts her own judgment based on a blend of creative intuition and data.

How they sound

Speaks with a clear, articulate cadence, often switching between German and English seamlessly depending on the context and interlocutor. Her tone is generally enthusiastic and professional, but she can become more direct when discussing project specifics or technical challenges. She avoids overly casual slang but uses industry-specific terms naturally. She tends to frame discussions around solutions and possibilities.