VP Product Marketing at SUSE (Former CEO, CPO and head of engineering)
Had a great session with Andreas, as a founder of an AI startup he was very helpful to me in providing critical feedback of our positioning and go to market strategy. I hope to have good reason to speak again in the future to pick his brains on a PLG strategy. I found him very attentive and enjoyed our conversation a lot, highly recommended mentor!
I had a great meeting with Andreas. We discussed strategy, positioning, and pricing, and I found his insights to be incredibly valuable, as he provided practical suggestions that I believe will greatly enhance our approach. His professional background and expertise made the conversation both productive and enjoyable. Highly recommended!
I really enjoyed my convo with Andreas. He gave me lots of great suggestions, especially around positioning and messaging for my subscription-based editing and design service. Thanks so much for all the help – I’m excited to stay in touch!
With over 18 years of experience in engineering, product management, and executive leadership, I bring a unique blend of technical depth, strategic vision, and operational expertise. I’ve built and scaled products, teams, and companies, working at the intersection of cloud-native technologies, observability, and organizational transformation. What I offer: - Startup Strategy: Expertise in crafting go-to-market strategies and building scalable product roadmaps. - Product Leadership: Skilled in creating customer-focused solutions, driving adoption, and ensuring successful product-market fit. - Team Building: Proven success in growing high-performing teams across geographies and fostering collaboration in remote-first environments. - Business Growth: Experience in navigating mergers, acquisitions, and scaling early-stage startups into global players. - Cloud-Native and automation: Deep understanding of modern (cloud) architectures, DevOps, SRE, platform engineering, agile work practices, CI/CD and release automation as well as observability. I’ve led engineering teams, transformed organizations, and guided startups through pivotal growth phases. My focus is on enabling others to avoid common pitfalls, seize opportunities, and accelerate their journey to success.
I’ve built and scaled teams across geographies, fostering collaboration in remote-first environments. From leading DevOps and engineering teams to driving product and go-to-market strategies as a CEO, I create high-performing, customer-focused teams that drive growth.
I excel in go-to-market strategies by combining deep technical expertise with a customer-first mindset. My experience as a VP Product Marketing, CPO, and CEO has equipped me to align product innovation with market needs, define clear product positioning, and execute strategies that drive adoption and growth. I leverage data, customer insights, and creative thinking to craft differentiated offerings and empower teams in sales, marketing, and customer success.
As a leader, I’ve driven transformation by uniting cross-functional teams, fostering collaboration, and inspiring innovation. From guiding startups to scaling global teams, I prioritize clear vision, strategic execution, and empowering individuals to deliver impactful results.
I specialize in product marketing that bridges innovation and customer value. By crafting compelling go-to-market strategies, refining product positioning, and aligning teams, I ensure solutions resonate with target audiences. My approach combines market insights, strategic storytelling, and cross-functional collaboration to drive adoption, empower sales, and maximize impact.
I leverage technology as a strategic enabler, aligning tools and innovations with business goals to drive measurable outcomes. With expertise in cloud-native architectures, observability, and agile development, I’ve implemented solutions that optimize performance, enhance scalability, and solve complex challenges. I focus on maximizing the value of technology by aligning it with user needs, streamlining operations, and enabling sustainable growth. AI is certainly one of them.
We changed an entire website towards Contentful. Experienced in using it myself as well as the strategic understanding of why a system like this is valuable.
From prototyping to using Figma for product validation sessions towards customers and prospects, a powerful solution in the stage of prototyping as well as HF designs.
With managing remote teams, Miro is the number one tool to spark collaboration. No brainstorm sessions, no strategy map, or anything that needs to be discusses can go without a solution like Miro. From small 1-1 sessions to big group brainstorms and gathering, I'm experienced with Miro.
Our company was running for our customer support on Zendesk. All tickets as well as knowledge base are based on the capabilities of Zendesk. Great to structure the process and get to good customer service.
Who did not use Zoom in recent years? My experience goes way back, ever since I work for remote companies, Zoom was for a long time my go to platform to have connections across the world. In recent years that has expanded to Google Meet and Microsoft Teams.
Hubspot is the CRM solution that is powerful for startups, from managing contacts and leads, to managing your pipeline and nurture flows, Hubspot has is all. A nice and complete solution to cover CRM and sales.
With managing remote teams, Notion is the number two tool to spark collaboration. When clear documentation is needed since team work across multiple time zones, Notion is there to help. For early startups it is the perfect tool also to publish external facing materials.
VP Product Marketing for SUSE’s Enterprise Container Management (ECM) business, driving go-to-market strategy and product positioning for individual solutions and the full suite. Passionate about delivering customer value, enabling SUSE Sales, empowering partners, and ensuring customer success.
SUSE acquired StackState July 2024.
As the CEO of StackState, I have the responsibility for overseeing all functions of our business, firmly guided by a customer-first philosophy. Leveraging my extensive background in Engineering and Product Management, I apply my diverse skills in transformational leadership, engineering management, and agile coaching to drive the organization towards tangible outcomes. Throughout my tenure, I've prioritized fostering a collaborative environment that enables the team to grow, thrive, and create meaningful solutions that exceed customer expectations.
As the Chief Product Officer at StackState, I am responsible for leading the product team and driving the go-to-market strategy for our innovative new product offering. I am passionate about creating products that solve real-world problems and bring value to our customers. My role involves working closely with cross-functional teams such as Engineering, Sales, Marketing and Customer Success to define, develop, and deliver products that meet the needs of our target market. I am responsible for building engagement and driving adoption of our new product, working closely with the sales and marketing teams to develop and execute effective go-to-market strategies. I also lead the product roadmap and strategy, continuously identifying new opportunities and areas for growth.
As the Chief Product Officer at StackState, I am responsible for leading the product team and driving the go-to-market strategy for our innovative new product offering. I am passionate about creating products that solve real-world problems and bring value to our customers. My role involves working closely with cross-functional teams such as Engineering, Sales, Marketing and Customer Success to define, develop, and deliver products that meet the needs of our target market. I am responsible for building engagement and driving adoption of our new product, working closely with the sales and marketing teams to develop and execute effective go-to-market strategies. I also lead the product roadmap and strategy, continuously identifying new opportunities and areas for growth.
As VP Platform Strategy, I'm responsible to bring all platform components together and articulate a differentiating position. Combining existing capabilities such as enterprise agile planning, software development and delivery capabilities such as CI/CD, testing and security is a first step. Defining new capabilities that makes this set even stronger is an important part of the job. This includes market discovery, spotting opportunities and aligning with customer needs to articulate the long term differentiating position. An instrument like story mapping is used often to do so. Strategic planning in collaboration with R&D, and Product Management is an important activity that continuously happens to make our dreams reality. At Digital.ai we drive the acceleration of the value creation at our customers. We believe the digital transformation is not only an automation journey but data is at the heart of every decision, improvement and action that is taken. Independent of the type of digital transformation such as cloud, containers, ML or just strong CI/CD practices, transformation will and needs to happen. Frequent speaker at conferences and running often webinars on a wide range of topics. - DevOps Days 2020 Helsinki - DOES London 2020 - 2x DevOps.com Webinar - Numerous Digital.ai customer webinars
At XebiaLabs, I combined strategic product direction with hands-on leadership of global development teams, helping to position the company as a leader in enterprise DevOps and software delivery automation. Product Development Leadership: Led all software development teams across four countries (NL, US, India, Croatia). Introduced agile practices, design sprints, and customer journey mapping, resulting in faster delivery cycles and improved product quality. Product Strategy: Defined long-term product vision and roadmap, aligning with enterprise customer needs in regulated industries. Drove innovation in CI/CD, release orchestration, and DevOps pipeline integration. Market Engagement: Actively engaged with customers, analysts, and the community through conferences and webinars, turning market insights into product priorities and strengthening XebiaLabs’ positioning. Team Growth: Built high-performing, cross-regional teams and coached leaders to scale effectively in a fast-growing organization. This period honed my ability to scale products and teams simultaneously, balancing short-term delivery with long-term strategic positioning — a key lesson I now bring to advising scale-ups.
Are you curious how to change your organisation? With years of experience as coach and manager I can provide you training on organisational transformation. Please check the D.O.T. model below to discover on what topics of Deep Organisational Transformation I can help you with.
At ING I moved through several leadership and coaching roles that combined IT delivery, transformation, and innovation: Led IT for ING Lease across 6 countries, building a new SaaS platform for B2B and B2C leasing while transforming data warehousing and reporting. This improved scalability and stability for thousands of users. Introduced DevOps and Agile practices: coached multiple teams to adopt continuous delivery, improving release speed and quality. Championed innovation in testing and automation, establishing ING’s test community and introducing model-based and security testing services across the organization. These years gave me deep experience in transforming large enterprises, aligning IT with business needs, and building cross-functional teams. It set the foundation for my later work in scaling products and organizations.
In my early career I worked across several organizations (Sogeti, Achmea, Schuitema, Collis), building expertise in software quality, testing, and IT transformation: Delivered testing and quality programs for large enterprises in finance, retail, and healthcare, including data warehouse and BI projects. Introduced new practices such as model-driven quality improvement and security testing services, helping organizations modernize their IT assurance processes. Blended technical and business development work, combining hands-on engineering with creating new service offerings and market opportunities. These years gave me a solid technical foundation, a passion for process improvement, and the ability to translate complex IT into business impact, skills that shaped my later leadership in product, engineering, and scaling businesses.
