Andrew Hatfield

Product & GTM Strategy for AI & Cloud | Technology Evangelist & Strategist

Australia9.1k followers

FusionAuth

ex-NetApp

ex-Arrikto

I've spent 30 years in tech - as a developer, systems engineer, solution architect, presales specialist, and product marketer. That path gave me something most specialists lack: the ability to see how technology decisions ripple through sales, marketing, and business outcomes.
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My career spans the major platform shifts: the rise of enterprise software, the cloud transformation, and now the AI revolution. At each stage, I've worked at the intersection of what's technically possible and what the market actually needs. What I've learned: The companies that win aren't the ones with the best technology. They're the ones that translate technology into differentiated value before competitors can copy Right now, that's the AI challenge. Every tech company is racing to add AI features. Most are building on the same foundation models, shipping similar capabilities, and wondering why differentiation is The winners will be those who build AI on proprietary data and unique workflows - creating advantages that compound over time instead of commoditizing overnight. Background: → Systems engineering at Dell, Red Hat, NetApp - 100K users, 60K devices, infrastructure at scale → Enterprise sales: $196M closed, $7M largest deal → Product marketing: 64B qualified pipeline, 15+ launches across cloud, infrastructure, and SaaS → Deep expertise in cloud computing, edge, AI transformation, and go-to-market strategy Recognition: Top 10 Global Product Marketing Consultant (Product Marketing Alliance). Speaker across North America, APAC, and Europe on cloud, AI, and product strategy. I'm always interested in conversations about how AI is reshaping cloud computing and what it takes to build technology that matters.

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GTM Index

FUSIONAUTHJOB
1. Senior Dir Corporate and PMM
  7M
DEEPSTAR STRATEGICJOB
1. Product & GTM Strategist f…
  6Y 9M
PRODUCT MARKETING ALLIANCEJOB
1. Expert in Residence
  5Y 5M
2. Mentor
  6Y 8M
3. Community Ambassador
  6Y 8M
NETAPPJOB
1. Head of PMM - AI & Cloud G…
  4Y 7M
ARRIKTOJOB
1. VP Mktg
  10M
PORTWORXJOB
1. Dir of PMM
  9M
MESOSPHEREJOB
1. Dir of PMM
  5M
2. Senior PMM
  6M
COMMUNITY ORGANISATIONJOB
1. Various
  18Y 11M
RED HATJOB
1. BD
  1Y 6M
2. Practice Lead - AI/ML, Big…
  1Y 5M
3. Senior Solutions Architect
  3Y 4M
KUBERNETESJOB
1. Communications (Shadow) fo…
  3M

Job: FusionAuth — Senior Director Corporate and Product Marketing · 2026-03 – present · 5 mo — Leading corporate and product marketing for FusionAuth, the developer-first Customer Identity and Access Management (CIAM) platform. Responsible for defining and operationalizing FusionAuth's market narrative at a moment when AI agents, non-human identities, and machine-to-machine interactions are reshaping the identity surface for every organization building on modern infrastructure. Market narrative & positioning: Developing the strategic story that connects FusionAuth's product differentiation to the broader shift in how identity functions in AI-native architectures Analyst relations: Owning the AR strategy and briefing program, driving CIAM category positioning and analyst relationsh…
Job: Deepstar Strategic — Product & GTM Strategist for AI & Cloud | Founder · 2020-01 – present · 6y 7mo — Deepstar Strategic brings focus to where AI transformation, product strategy, and go-to-market meet - enabling technology companies build differentiated products that translate to revenue. After 25 years spanning engineering, sales, and product marketing in cloud infrastructure and enterprise software, I founded Deepstar Strategic to work on the challenges I find most interesting: how companies build technology advantages that competitors can't easily replicate. Current focus areas: → AI product strategy for B2B SaaS companies → Platform architecture decisions that create defensibility → Translating technology capability into market differentiation → Go-to-market alignment with product st…
Job: Product Marketing Alliance — Expert in Residence · 2021-05 – present · 5y 3mo — Delivering industry-leading training and certification courses to professionals wanting to improve and prove their Product Marketing skills. Want to get Product Marketing Certified? https://certified.productmarketingalliance.com/p/product-marketing-certified-core?fpr=andrew-hatfield-core
Job: Product Marketing Alliance — Mentor · 2020-02 – present · 6y 6mo — Providing tailored 1:1 mentoring to product marketers across the world through a targeted partnering process
Job: Product Marketing Alliance — Community Ambassador · 2020-02 – present · 6y 6mo — Product Marketing Alliance was founded in March 2019 and has since evolved into the world’s biggest product marketing community. Their Slack channel and meetups unite 1,000s of PMMs all over the world and their mission is very simple: to promote and elevate the role of product marketing. Since their inception, they’ve been defining and debating the product marketing function and have published a number of industry-leading reports - like the State of Product Marketing and Product Marketing Salary Survey. “The community hasn’t just been an absolute wealth of knowledge and answers—it’s a place of constant inspiration.” The epitome of PMA, summed up to a tee by one very happy member.
Job: NetApp — Head of Product Marketing - AI & Cloud GTM Strategy · 2021-03 – 2025-10 · 4y 7mo — Leading product marketing for NetApp's AI and cloud infrastructure portfolio, with primary focus on Google Cloud NetApp Volumes - enterprise-grade file storage running as a first-party Google Cloud service. AI & Cloud Results: - Drove 289% ARR growth for Google Cloud NetApp Volumes through repositioned GTM strategy and competitive differentiation - Built GTM positioning for AI use cases - GCNV as enterprise data source for RAG architectures integrating with Google Cloud Vertex AI, enabling customers to ground LLM responses in proprietary enterprise data - Led cross-functional coordination of 44+ stakeholders across product, sales, and marketing to transition from third-party marketplace…
Job: Arrikto — Vice President Marketing · 2020-05 – 2021-03 · 10 mo — Built the marketing function from zero for an enterprise AI/ML platform that makes Kubeflow production-ready for data science and AI engineering teams. AI/ML GTM Leadership: - Created the "Data as Code" category positioning for AI data versioning and ML reproducibility — secured Gartner Cool Vendor recognition - Enabled first three $100K+ enterprise AI platform deals (previously capped at $20K) through repositioned messaging targeting AI/ML infrastructure buyers - Generated 91% pipeline increase through demand generation programs targeting AI teams, data scientists, and ML engineers - Drove 212% increase in free trial adoption for the AI/ML platform through PLG optimization The AI prob…
Job: Portworx — Director of Product Marketing · 2019-08 – 2020-05 · 9 mo — Led product marketing for Portworx - cloud-native storage and data management for Kubernetes, enabling persistent data for containerized databases, AI/ML pipelines, and stateful applications. AI/ML & Data Platform Positioning: - Developed GTM positioning for AI/ML infrastructure use cases - Portworx as the data layer for Kubeflow and ML pipelines, solving data versioning, snapshotting, and portability for model training and experimentation - Created messaging for data science teams: enabling ML workflows to move from experimentation to production with consistent data access across on-prem and cloud Kubernetes clusters - Positioned storage capabilities for AI/ML workloads = high-performan…
Job: Mesosphere — Director of Product Marketing · 2019-03 – 2019-08 · 5 mo — Led product marketing for DC/OS, Konvoy (Kubernetes distribution), and Kommander (multi-cluster management) - enterprise platforms for containers, data services, and AI/ML workloads across hybrid and multi-cloud infrastructure. AI/ML & Data Platform Positioning: - Developed GTM positioning for AI/ML infrastructure use cases - automated deployment and Day 2 operations for TensorFlow, Spark, Kafka, Cassandra, and Jupyter enabling data scientists to focus on model building instead of infrastructure management - Created messaging targeting data engineers and ML teams: reducing ML environment provisioning from weeks to hours through service automation on DC/OS and Kubernetes - Built sales ena…
Job: Mesosphere — Senior Product Marketing Manager · 2018-09 – 2019-03 · 6 mo — Working with the Product Marketing and Management, and Engineering teams to enable Sales and Services to drive business growth and position Mesosphere DC/OS as the best platform for development, fast data services and agile transformation
Job: Red Hat — Business Development | AI/ML - Automation - Cloud - Storage · 2017-03 – 2018-09 · 1y 6mo — Expanded from Storage to full emerging technologies portfolio - Ansible (automation), OpenStack (cloud), OpenShift (Kubernetes/containers), and Storage (Ceph, GlusterFS). Sales overlay and technical GTM across enterprise accounts in Australia and New Zealand. AI/ML & Cloud Infrastructure Positioning: - Positioned OpenShift as the enterprise Kubernetes platform for AI/ML workloads - containerized TensorFlow, Spark, and Jupyter environments with enterprise security and support - Developed integrated messaging connecting automation (Ansible), cloud infrastructure (OpenStack), and storage (Ceph) for AI/ML-ready enterprise infrastructure - Enabled customers building data science platforms and…
Job: Red Hat — Practice Lead - AI/ML, Big Data, and Cloud Storage · 2015-09 – 2017-02 · 1y 5mo — Owned business success for Red Hat's Storage portfolio across Australia and New Zealand - revenue accountability, partner development, GTM strategy, and market positioning. ANZ media spokesperson for Storage. AI/ML & Big Data Storage Positioning: -Positioned Ceph and GlusterFS as the data layer for AI/ML and big data workloads - scale-out storage for Hadoop clusters, Spark analytics, data lakes, and ML training data - Developed GTM messaging for emerging AI/ML use cases: high-throughput storage for model training, object storage for unstructured data at scale, containerized storage for data science environments - Created partner enablement for big data and analytics solutions across clou…
Job: Red Hat — Senior Solutions Architect · 2012-05 – 2015-09 · 3y 4mo — Technical pre-sales and solution design for Red Hat's infrastructure portfolio across Australia and New Zealand, with APAC-wide product leadership for Storage. APAC Storage Product Lead: - Led technical go-to-market for Red Hat Storage (GlusterFS) and Ceph across Asia Pacific - the foundation for big data, analytics, and AI/ML data infrastructure - Enabled partners and customers to architect software-defined storage for data lakes, object stores, and scale-out analytics workloads - Collaborated with Product Management and Engineering on market requirements and competitive positioning Solution Architecture: - Designed and implemented enterprise solutions across cloud and data infrastruct…
Job: Kubernetes — Communications (Shadow) for v1.11 Release · 2018-04 – 2018-07 · 3 mo — Working on the Kubernetes v1.11 release as the Communications (Shadow) in the SIG-Release team. Activities include development and review of; - Marketing Plan - Media Releases - Blog announcements and other social media - What's New webinar
Job: Community Organisation — Various · 2000 – 2018 · 18y
School: QUT (Queensland University of Technology) — Bachelor's degree, Information Technology

Skills

AI AgentsAgentic AI DevelopmentMulti-factor AuthenticationCybersecurityPasskeyProduct StrategyAI StrategyProduct MarketingGo-to-Market StrategyProduct LaunchSales MessagingCompetitive IntelligencePricing StrategySales EnablementDirect SalesIdentity and Access Management (IAM)Artificial Intelligence (AI)Positioning (Marketing)StorytellingCross-functional Team Leadership

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Andrew Hatfield

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