Andrew Mayfield
AI & Automation Champion
Wellington,New Zealand
Summary
I build products, teams, and AI-driven platforms that deliver measurable results.
I’ve led companies through startup-to-scale phases globally, always with a focus on automation, data systems, and scalable infrastructure. From growing Optimal Workshop into a global leader to now running Ortomate, an AI product studio focused on AI-powered automation, I’ve consistently bridged product strategy with emerging technologies to deliver personalised, intelligent experiences at scale.
I thrive in cross-functional environments, translating complex AI/ML capabilities into clear product roadmaps, aligning engineering and data science, and delivering scalable systems that unlock real value for users.
Overview
34
34
years of professional experience
7
7
Certifications & Awards
Work History
Founder & Chief Automation Officer
Ortomate
New Zealand
01.2025 - Current
- At Ortomate, I'm building AI-driven systems that combine product innovation and human-centred design to automate and streamline complex workflows. When done well, this meaningfully improves quality, consistency, and the chance for scalable success.
- My approach is hands-on and strategic, quickly delivering measurable outcomes with a lean and agile approach while laying the foundation for scalable, long-term transformation.
Digital Technologies Investment Committee Member
Auckland University
New Zealand
05.2013 - Current
- Monthly investment committee sessions include project and startup team presentations. Committee offers guidance for commercialisation, investment and system design for R&D projects.
- My focus on user experience design, market data analysis and behavioural customer insights strengthens our approach to commercialisation.
Chief Executive
Optimal Workshop
New Zealand
06.2009 - 10.2023
- Scaled from startup to a B-Corp-certified leader in UX research tools, achieving 25% compound annual growth over 14 years. In this time we built a client base including thousands of Fortune 500s, government agencies, and educational institutions.
- Directed organizational strategy, enhancing sustainable growth through client acquisition and customer experience, and laid a scalable foundation for incoming AI-driven automation and innovation.
Conference Leader
UX New Zealand
Wellington, New Zealand
01.2015 - 03.2023
- Built relationships with global UX leaders, fostering collaboration and shared learning. Personally delivered impactful and memorable closing remarks, capturing session highlights to leave the audience with renewed inspiration.
- Facilitated the Optimal Workshop team in delivering a seamless event, enhancing internal skills and strengthening our brand’s visibility within the UX community.
Chief Executive
Spikefin
New Zealand
02.2002 - 03.2009
- Co-founded a point-of-sale software company to redefine franchise technology standards through user-centric design, delivering solutions that disrupted industry norms.
- I led the design and implementation of an online ordering and POS system, most famously for Hell Pizza. This system facilitated Hell Pizza’s expansion from three locations to 66, a 2000%+ growth with our intuitive design approach. We also built systems for sandwich delivery in Tokyo, other foodservice restaurants in NZ, Australia and the UK.
IT Manager
Studio Pacific Architecture
Wellington, New Zealand
03.1998 - 11.2003
- Built and implemented a customised invoice and reporting system, supported quality management processes, and organised the firm’s extensive library.
- Installed and configured all servers, managed the network and document management systems, and ensured reliable technology support across the company.
- Designed and built the company’s first website, compiled award submissions, and responded to RFPs to secure project work, enhancing the firm’s industry visibility.
Freelance Graphic Designer
Freelance
Tasmania, Australia
01.1996 - 01.1998
- As a self-taught Graphic Designer, I created everything from posters and pamphlets to catalogues, business cards, and product packaging. Driven by a passion to learn, I devoured design magazines and books to continuously improve my craft, building a versatile design skill set that laid the groundwork for my career in user-focused product development.
Computer Technician
Computer Rentals Australia
Hobart, Australia
01.1993 - 01.1995
- After school, I worked in my father’s business assembling computers for short-term rentals.
- Beyond the day job, I used our contacts to run my own small business, selling and distributing games to my schoolmates, complete with a custom catalogue I designed myself, pixel art and all.
Newspaper Deliverer
Bellerive Newsagent, Hobart
Hobart, Australia
01.1992 - 01.1994
- Delivering newspapers by throwing them from my bicycle in the early mornings. With my earnings, I bought an electric guitar and a wood lathe, setting up a stall at the local craft market to sell my handmade creations.
- Around the same time, I got my first computer and created custom “Happy Easter” cards with MS Publisher 1.0 for my paper route customers. The next morning, I had to call my Dad to help me carry all the chocolate home! Learned about the impact of authenticity and timeliness in marketing and sparked a lasting fascination with technology and creative projects.
Education
Bachelors of Computer Science And Commerce & Administration - E-Commerce And Marketing
Victoria University of Wellington
Wellington, New Zealand01.2001
altMBA - undefined
Seth Godin's altMBA
01.2018
Diploma - Innovation and Future Thinking
IED Barcelona
01.2017
Skills
- AI/ML platform strategy & scalable infrastructure
- Large Language Model (LLM) integration & deployment
- Metadata systems, ontology development & data pipelines
- AI-driven content personalization & multilingual delivery
- Strategic product leadership across globally distributed teams
- Translating complex technical needs into clear product roadmaps
- API-based AI service delivery & ML model lifecycle management
- Quality assurance for AI-enhanced content & data systems
- Rapid experimentation, A/B testing & KPI-driven optimization
- Evangelizing platform capabilities & driving adoption
Certification
- AI Build Lab: The Launch Studio For Real AI Projects
- Multi AI Agent Systems with CrewAI
- Certificate in Company Direction
- Scaling A Business With AI & Agentic Workflows
- Master Market-Ready Agentic AI Workflows: Step-by-Step, No Code Required
Awards
altMBA Kopp Award Winner
TUANZ B2C Interactive Award Winner
Timeline
Founder & Chief Automation Officer
Ortomate
01.2025 - Current
Conference Leader
UX New Zealand
01.2015 - 03.2023
Digital Technologies Investment Committee Member
Auckland University
05.2013 - Current
Chief Executive
Optimal Workshop
06.2009 - 10.2023
Chief Executive
Spikefin
02.2002 - 03.2009
IT Manager
Studio Pacific Architecture
03.1998 - 11.2003
Freelance Graphic Designer
Freelance
01.1996 - 01.1998
Computer Technician
Computer Rentals Australia
01.1993 - 01.1995
Newspaper Deliverer
Bellerive Newsagent, Hobart
01.1992 - 01.1994
altMBA - undefined
Seth Godin's altMBA
Diploma - Innovation and Future Thinking
IED Barcelona
Bachelors of Computer Science And Commerce & Administration - E-Commerce And Marketing
Victoria University of Wellington