Deepstar Strategic

Helping growth-stage B2B SaaS ($5M - $100M ARR) fix GTM execution inefficiencies by aligning Product, Sales, Marketing, CS, and Finance to reduce CAC, increase Win Rates, and scale revenue efficiently.

Most companies spend 30-50% of revenue on GTM, yet teams are misaligned, CAC is too high, and sales cycles too long.

They try to fix this with generic consultants, demand-gen agencies, or in-house hires - but these solutions rarely solve execution inefficiencies.

By embedding within your teams to optimize GTM execution using AI-powered precision strategies - enhancing efficiency, pipeline velocity, and revenue scalability.

Instead of automating bad outbound or doubling-down on inefficiencies, apply AI intelligently - powering revenue insights, deal prioritization, and conversion optimization to drive measurable growth.

- Go beyond strategy - execute with precision
- Align GTM motions with how buyers actually buy
- Leverage AI for smarter, not just faster, GTM execution

GTM and Growth Architect

NetApp

I lead the competitive positioning, storytelling, collateral, and sales enablement for Google Cloud NetApp Volumes, ensuring that NetApp's cloud storage solutions are differentiated in a highly competitive market.

Driving GTM strategy, product messaging, and technical storytelling to align product, sales, and marketing teams to enhance acquisition, adoption, and expansion.

Directed the launch of Google Cloud NetApp Volumes 1st party cloud service, replacing the 3rd party marketplace Cloud Volumes Service, leading program management, messaging, collateral, and sales enablement.

Serving as the Google Cloud Product Track Lead for NetApp INSIGHT and Google Cloud Next, shaping thought leadership and industry engagement.

Spearheaded the launch, positioning, and messaging for NetApp Astra, introducing Kubernetes-native data management

With deep expertise in traditional and cloud infrastructure, cloud-native and AI applications, Kubernetes, and enterprise storage, my work has driven significant revenue growth, multiplying outcomes several times over.

AI & Cloud GTM Strategy

Product Marketing Alliance

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

Expert in Residence

Providing tailored 1:1 mentoring to product marketers across the world through a targeted partnering process

Mentor

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.

Community Ambassador

Arrikto

Leading the marketing team at Arrikto, the leading provider of data automation and democratization for Kubernetes and Kubeflow.

Simplifying and accelerating your Machine Learning on Kubernetes with a foundation built upon collaboration.

Vice President Marketing

Portworx

I revitalized revenue growth after five consecutive quarters of missed targets, achieving two record-breaking quarters that contributed to Portworx's acquisition by Pure Storage for $370M through optimized GTM strategy, sales enablement, and messaging.

Redefined GTM strategy for Kubernetes-based storage solutions, expanding addressable market from niche Kubernetes use cases to broader enterprise adoption.

• Led the launch of two new products, positioning them successfully in competitive cloud-native infrastructure markets, achieving 22.3% revenue growth.
• Drove a 145.5% increase in MQLs, launching a data-driven content and demand generation strategy.
• Increased SEO traffic by 57.1% by optimizing content strategy and introducing new targeted inbound programs.
• Introduced a Free Trial program, optimizing user onboarding and increasing conversion rates from trial to paid by 30%.
• Developed an executive-focused buyer messaging framework, aligning content with C-level priorities to accelerate enterprise sales.
• Implemented outbound sales enablement initiatives in partnership with Red Hat’s Revenue Accelerator Program.

Director of Product Marketing

Mesosphere

Leading the cross-functional development of our go to market strategies to empower our customers to more easily solve their complex business challenges.

Rebuilt our product marketing and go to market strategies from the ground up, with a sharp focus on customer needs and business outcomes.  

• Led rebranding efforts from Mesosphere to D2iQ, repositioning the company from a container management platform to a full-stack Kubernetes and cloud-native solution.
• Led major product launches and campaign executions, driving market awareness and sales engagement.
• Built comprehensive sales enablement frameworks, increasing competitive win rates by 20%.
• Developed an interactive product demo system, reducing POC friction and increasing sales efficiency.
• Educated analysts and industry influencers, securing top-tier analyst coverage.
• Introduced financial selling techniques, aligning ROI-based storytelling with customer pain points.

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

Senior Product Marketing Manager

Red Hat

Specialist advisor to enterprise customers across Australia and New Zealand enabling transformative Automation, Cloud and Storage solutions.

Working with dedicated account teams and our channel partners to assist our customers with delivering innovative business solutions.

Business Development | Automation - Cloud - Storage

As the Practice Lead for Cloud Storage and Big Data I am responsible for the business success of the Red Hat Storage Portfolio across Australia and New Zealand.

Working with valued customers and partners to deliver both traditional storage enhancements as well as new cloud storage solutions across;

 - Backup and Archive
 - Big Data and Analytics
 - Traditional Virtualisation
 - Private Cloud
 - Public Cloud
 - Storage as a Service
 - Object Stores
 - Digital Media (Video, Audio, Image, Transcoding, Streaming)
 - Application-aware (specifically with Red Hat's JBoss Middleware solution suite)
 - File Sync and Share
 - Containers
 - Platform as a Service

The Red Hat Storage Portfolio delivers customers and service providers with a cost-effective, software defined, scale-out storage platform that can run across commodity hardware, virtualised as well as private and public cloud platforms as well as being containerised.

We enable customers to deliver true storage agility in an application-aware manner, while reducing risk and complexity.

My responsibilities include;
 - Working with Enterprise, Commercial and Channel Account Teams to identify, qualify and win business
 - Working with the Channel Team to identify, recruit and enable direct and cloud channel partners
 - Working with field and product marketing to execute sales and marketing campaigns
 - Local A/NZ media spokesperson
 - Identifying market demands and defining go to market strategy
 - Collaborating with Product Management and Engineering to enhance our product offering and respond to market demands

As the previous Red Hat Storage technology lead for Asia-Pacific, I now focus primarily on Australia and New Zealand with a leadership role within our global Storage Community of Practice.

Practice Lead - Cloud Storage and Big Data

As part of Red Hat's Solution Architecture practice, I work with our customers to enable them to solve their business problems using our world leading solutions, practices and consulting teams.

Specialising in Storage, I am the Asia Pacific Product Lead for our Storage products - Red Hat Storage (GlusterFS) and Ceph.

In addition, I work with local Australian and New Zealand customers to solve, design and implement solutions based on our Platform and Cloud technologies.

These include;
 - Red Hat Enterprise Linux for the world's leading datacentre and cloud operating system
 - Satellite for systems management
 - CloudForms for cloud management
 - OpenShift for PaaS
 - OpenStack for IaaS
 - Red Hat Enterprise Virtualization for traditional virtualised workloads
 - Project Atomic for Docker containers


I strive for excellence in all aspects of my role and work closely with our Sales, Consulting, Training, Support, Documentation and Engineering teams to ensure that our customers can meet their business objectives in a timely and cost effective manner.

Senior Solutions Architect

Kubernetes

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

Communications (Shadow) for v1.11 Release

Community Organisation

Various

Insight

As a Principal Consultant in the APAC Services division of Insight, I worked closely with the Sales team to uncover, qualify, develop, present and close services opportunities.

The role included working with customers at all levels to devel business requirements and deliver high level solution designs and then liaising with delivery oriented Technical Consultants to ensure customer solutions were implemented as required.

As the lead Principal Consultant in Queensland, it was my responsibility to drive the services pipeline and own all opportunities.  Reporting directly to the APAC Services Director, I assisted with the development of the Services division's go to market strategy as well as managing local delivery efforts.

Principal Consultant

I help B2B tech and SaaS leaders adopt Buyer Led Growth to overcome growth challenges while minimising wasted spend 💥🧱 | Shortlisted Product Marketing Leader of the Year | Founder Deepstar Strategic

I am a buyer-obsessed GTM leader, aligning go-to-market strategies with how buyers buy today to drive pipeline growth, higher win rates, and expansion NRR - while keeping CAC and CAC Payback low.

🚀 Proven Track Record
• Personally sold $196M in revenue and built over $1.64B in qualified pipeline
• Launched 10s of successful products across B2B SaaS and enterprise tech

🔹 GTM & Growth Expertise
• Deep experience in PLG, PLS, enterprise sales, and ABM/ABX
• Expert in GTM strategy, competitive positioning, messaging & storytelling, and sales enablement
• Specialist in category creation, demand generation, and metrics-driven marketing execution

🌍 Global Impact & Industry Influence
• Recognized as a Top 10 Global Product Marketing Consultant & Top 100 Product Marketing Influencer
• Extensive market knowledge across North America, APAC, and Europe
• Frequent speaker, panelist, and thought leader at industry-leading events

🔧 Holistic Business Acumen
With experience spanning product marketing, sales, pre-sales, consulting, and product management, I bring a 360° understanding of business operations. I’ve worked with SMBs, growth-stage startups, enterprises, government, channel partners, and vendors, helping them win in competitive markets.

📈 Results-Driven, No-Fluff Approach
I don’t believe in busy work - I believe in outcomes over outputs. My focus is on scalable growth, revenue impact, and market leadership through strategic execution and buyer-centric GTM motions.

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