Axel Sooriah is an Applied AI Evangelist at Atlassian. He works with enterprise teams through technical workshops, agent demos and executive briefings. He previously led Northern European sales engineering at Qubit. His Builds pages cover a client sales assistant, Watch & Learn and this site's HTML rendering work.

What does Axel Sooriah do at Atlassian?

He built and runs Atlassian's enterprise evangelism motion for the builder audience through hands-on workshops, executive briefings, live agent demos and POC consultations. He turns field learning into playbooks and content reused across sales and partner enablement.

What hands-on technical and pre-sales experience does Axel Sooriah have?

He built a client sales assistant that answers from product documents with citations, and evaluated a decision model (TypeSafe's Jev) as its router against Claude Haiku over 141 labelled calls; night-ops, a nightly research agent whose brief is only sent once a deterministic validator passes it; watch-n-learn, an open-source Python tool that processes tutorial video locally into reusable agent skills; and this React and TypeScript site, which prerenders indexable pages with Playwright. Before Atlassian, he built Qubit's Northern European sales engineering function and led 60 enterprise pre-sales engagements tied to a $36M pipeline.

Which podcasts does Axel Sooriah host?

He hosts Product in Practice, Atlassian's product podcast (2025 to present), featuring practitioner stories from companies like Lovable, The Browser Company and Webflow. He also created Product Squad, France's most-listened-to product management podcast with 100k+ downloads, which has been on pause since late 2024, and Product with Panash, an English-language interview series with product leaders that ran from 2021 to 2023.

Where has Axel Sooriah spoken?

He has given 30+ talks, panels and webinars at industry events including Atlassian Team (US and Europe), La Product Conf in Paris, INDUSTRY in Cleveland, Mind the Product London, Product at Heart in Hamburg, ProductInCorp Summit in Paris, Product-Led Summit in London and Product School. He sits on the board of Augmented, Thiga's new Paris product conference, after serving on the board of La Product Conf, and is a guest lecturer at ESSEC Business School on the Exec MBA product management track.

What is Axel Sooriah's background before Atlassian?

He co-founded Panash, a boutique product studio, taking it from zero to €1.1M revenue in 15 months with clients including Atlassian, Contentsquare, Doctolib and Deezer. Before that he was Product Lead at 11:FS Foundry, Group Product Manager at Verisure, VP of Mobile Platform & Innovation at Barclays UK (Barclays Mobile Banking, 6M monthly active users), Head of Sales Engineering at Qubit, and Product Manager at Advalo as employee #1.

How do you get in touch with Axel Sooriah?

By email at axel.sooriah@gmail.com or via LinkedIn at linkedin.com/in/axelsooriah. His work, talks, writing and field notes are published at www.axelsooriah.com.

Axel Sooriah.

Applied AI · Solutions Engineering · Enterprise Adoption

Helping enterprises build AI-empowered teams, at Atlassian.

Co-founded Panash — €1.1M revenue, team of three, 15 months.

Former Head of Sales Engineering at Qubit — 60 enterprise pre-sales engagements, $36M pipeline.

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Featured webinar · Atlassian · Oct 2026

State of Product 2027.

Hosted the panel with Tamar Yehoshua, Atlassian's Chief Product and AI Officer, and Claire Vo, host of How I AI. We unpacked a survey of 1,000 product people on how AI is changing product work.

Event page ↗

Worked with

Now

→BuildWhy a decision model routes the sales assistant’s questions, and code still has the last word. Read the build note →

→SpeakingModerated the State of Product panel with Ken Exner at Team '26 Europe, Amsterdam — Oct 7. See →

Experience

Build and run Atlassian's enterprise evangelism motion for the builder audience: workshops with customer teams, executive briefings, live agent demos and POC consultations. Turn field learning into playbooks and content reused across sales and partner enablement.

Worked with enterprise teams across healthcare, finance, automotive and retail to identify practical AI use cases and support their evaluation.

Own technical account plans for 10 priority enterprise customers with their account teams: how teams work today, the target technical setup, dated milestones and adoption motions; advise on AI use-case prioritisation and proof-of-concept evaluation.

Supported enterprise customers progressing from pilot to enterprise licensing, contributing to broader adoption; at one customer, monthly active users represent 90% of paid licences.

Built live agent demos and automation workflows for technical workshops and proof-of-concept consultations.

Co-founded a boutique product studio — consulting, coaching and training for product teams across European scale-ups and enterprises.

Led product on a modular core-banking platform for banks and fintechs — ledger, transactional banking and back-office configuration.

Led global digital product at Europe's largest monitored alarm company — about 2M monthly active users on the flagship app.

Drove the product agenda for Barclays Mobile Banking, the UK's most-used banking app at the time — 6M monthly active users in a regulated environment.

Built and led sales engineering across Northern Europe after Qubit's $40M Series C.

Employee #1 at an AI-driven Customer Data Platform founded by ex-Google and ex-Yahoo engineers. Set up product and engineering from the ground up.

Previously:Freelance product marketing for IoT platform Actility, building its sales enablement from scratch; co-founded the digital agency Monsieur Media; trainee front-end developer at Plan.Net (HTML, CSS, JavaScript).

Builds

All builds →

01Client proof of concept · Manufacturing

Building an AI sales assistant for a GTM team in Manufacturing.

In the initial pilot, 18 of 27 answers flagged a missing, incomplete or conflicting product document.

02Client proof of concept · Decision model

Making an AI sales assistant answer sooner with a decision model.

Router median 159 ms against Haiku’s 1,378 ms over the same 141 calls, with no deep question sent to the light model.

03Client proof of concept · Retrieval

Privacy, confidentiality and security in retrieval systems.

Each copy in the pilot has a named audience and destination. EU-only processing and a retention rule are built, not yet live.

04Personal · Agent ops

Building a research agent that works the night shift.

77 of the 93 nights from 20 July to 20 October 2026 ended with a brief in my inbox.

05Personal · Agent harness

Building a harness so a team of one can trust its coding agents.

On a client proof of concept, the agents logged 244 places in 13 days where the build left the plan, each one on record for review.

Community

Podcasts

Product in Practice · Atlassian

2025 – Present

The Atlassian product podcast. Practitioner stories about building and shipping with AI.

Leaders from Lovable, The Browser Company, Webflow and more.

Product Squad · #1 in France

2020 – Paused

The number-one product podcast in France. 100k+ downloads.

CxOs from Superhuman, Accor, BackMarket, Mirakl, SNCF Connect and more.

Product with Panash · English

2021 – 2023

30 episodes with product leaders, in English.

Guests including Marty Cagan, Teresa Torres, Petra Wille and Hubert Palan.

Speaking

Spoke at 30+ conference sessions, panels and webinars, from product transformation to agentic AI, at Atlassian Team (US and Europe), INDUSTRY, La Product Conf and Product School.

Boards & Teaching

Board Member · Augmented, Paris

Present

Shape the programme for Thiga's new Paris product conference, launching May 2027.

Previously on the board of La Product Conf, through its final edition in 2026.

Guest Lecturer · ESSEC Business School

Present

Teach Exec MBA students product management, product discovery, and applying AI in their work.

Field

View all →

NowAtlassian · Rovo

Executive briefings, agent demos, and POC consultations for enterprise builders.