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
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
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
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
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
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
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
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
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
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
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