Axel Sooriah is an Applied AI Evangelist at Atlassian working on enterprise AI adoption. He embeds with enterprise teams across healthcare, finance and automotive to build the agents, demos and adoption plays that move AI from pilot to daily use, speaks at community and industry events, and hosts product podcasts. He previously co-founded the product studio Panash and was employee #1 at an AI startup.

What does Axel Sooriah do at Atlassian?

He built and runs Atlassian's enterprise evangelism motion for the builder audience from the ground up — hands-on workshops with customer teams and briefings with their executives — then codifies what works into playbooks and content reused across sales and partner enablement. He has driven enterprise AI adoption across 250+ companies.

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 Evangelist · Builder · Enterprise GTM

Helping enterprises build AI-empowered teams, at Atlassian.

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

Host of Product in Practice (Atlassian) and Product Squad — #1 PM podcast in France, 100k+.

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→ContentLatest Product in Practice: Dave Killeen on what to do when execs demand AI. Listen →

→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 from the ground up — workshops with customer teams, briefings with their executives. Codify what works into playbooks and content reused across sales and partner enablement.

Drove enterprise AI adoption across 250+ companies in healthcare, finance, automotive and retail — taking teams from first agent build to daily-use workflows.

Built live agent demos and automation workflows that teams adopted into their daily work.

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.

Led Atlassian's State of Product sessions at Team '25 Europe and Team '26 Europe; co-authored the Atlassian Product Discovery Handbook with Tanguy Crusson.

Host Product in Practice, Atlassian's product podcast — practitioner stories from Lovable, The Browser Company and Webflow.

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).