Neysha Bauer
Product marketer for enterprise
infrastructure, security & automation
I specialize in translating complex technical product concepts, capabilities, and features into clear market stories, buyer journeys, and GTM programs that help customers understand, evaluate, and adopt them.
Red Hat · ex-AWS · 9+ years in enterprise technology · Bilingual English & Spanish
About
I’ve spent my career getting progressively closer to the product.
I started in analytics and industry marketing, where I learned to understand customers, partner closely with sales, and turn technical priorities into growth-driving programs. At Red Hat, that work moved closer to product-led growth: first building regional GTM programs and buyer experiences around OpenShift, and now co-owning the North America marketing strategy for Ansible.
Today, I spend more of my time on the questions I’m most interested in: where a solution fits, who it’s built for, what problem it solves, and how to turn that understanding into a story and buyer journey that works in the market.
My background still shapes how I approach product marketing. I understand how positioning translates into field execution, how technical buyers engage with products, and how to use performance data to understand what is resonating.
The open source world has also reinforced the kind of leadership I value: confident enough to contribute, humble enough to listen, and focused on building something larger than myself.
Featured Projects
Positioning · Market Entry
Shift security automation into an AI era conversation
+88%
MS OPP VALUE YoY
+19%
MS WON VALUE YoY
The Challenge: Ansible Automation Platform has traditionally been known for infrastructure automation. As the portfolio expanded into broader orchestration and security automation, we needed to reach security buyers and connect Ansible's capabilities to emerging security and zero trust priorities without losing the infrastructure story it was known for.
The Strategy: I led the North America marketing strategy for security automation, using buyer and persona research to shape how we brought the use case to security and IT audiences. The work included regional messaging, field and MDR enablement, audience development, partner positioning, and new business-value content designed to connect security orchestration to the problems buyers were trying to solve.
The Result: Year-to-date, Security Automation use cases have driven an increase of 88% YoY in marketing-sourced (MS) opportunity (Opp) value and 19% YoY in MS won value, providing an early signal of increased adoption as the use case grows within the Ansible portfolio.
Buyer Journey · Technical Validation
Turning a buyer journey into a repeatable playbook
1,400+
2x
MORE MS OPP VALUE vs.
COMPARABLE PROGRAMS
INQUIRIES GENERATED
The Challenge: As we expanded into new automation use cases, we needed to reach more than technical practitioners. Business leaders needed to understand why a solution mattered, while technical buyers needed a way to validate how it worked. Those experiences were often happening separately.
The Strategy: I designed a dual-audience motion that connected the two, moving buyers from product and business-value discovery into hands-on technical validation in the same day. We piloted the approach with Network Automation, then adapted it for zero trust, creating a framework that could flex across use cases without rebuilding the journey from scratch.
The Result: The Network Automation and zero trust pilots generated 1,400+ inquiries and roughly 2× the marketing-sourced opportunity value of comparable programs. The framework is now being documented for reuse across North America.
Product Launch · Ecosystem Alignment
Launching a new virtualization offer into the North American market
STRONG 2025
PIPELINE PERFORMANCE
OVE-related offers became some of OpenShift’s strongest MS Opp Value drivers.
The Challenge: Red Hat OpenShift Virtualization Engine (OVE) was a new offer entering a crowded virtualization market. North American buyers needed to understand where it fit and why it mattered, while the field needed the education and content to take the new offer to customers.
The Strategy: I built the North America launch plan across field enablement, buyer education, campaign offers, partner participation, and hands-on migration content. The launch connected initial product discovery with deeper technical evaluation through a three-session virtual launch event and follow-on migration workshop.
The Result: OVE-related offers became some of the strongest OpenShift pipeline drivers in 2025. The launch program also drew 393 registrations.
Developer Platforms · Scalable Playbook
Scaling hands-on technical education across a product portfolio
SHORTER TIME TO CLOSE
67%
MORE MS OPP VALUE YoY
2.9x
2.3x
MORE MS WON VALUE YoY
The Challenge: Hands-on technical education was valuable for OpenShift buyers, but individual product teams were repeatedly building their own programs to deliver it. We needed a model that could scale across the portfolio without making the product experience generic.
The Strategy: I created Workshop Wednesdays as a shared framework for hands-on product education, owning the series structure, calendar, brand, reporting, and portfolio coordination. Product teams retained ownership of their technical content, allowing the model to support different products and use cases while giving practitioners direct experience with the technology.
The Result: Opportunities associated with workshop attendees had a 67% shorter time to close than the typical opportunity cycle. The program also grew to drive 2.3× more MS Opp value and 2.9× more MS won value YoY from 2023 to 2024.
Applied AI
AI helps me turn intention into action.
In 2026, I was selected as one of three AI Navigators within Red Hat NA Marketing, focused on finding practical ways to apply AI across everyday marketing work.
I’ve built a web app that helps marketers discover and access AI tools, a persona strategy GEM being adapted into a shareable internal skill via our GitHub repository, workflow automations, and interactive performance dashboards.
My focus is reducing repetitive work so marketers have more time for judgment, creativity, and deep thinking.
This work, alongside my Ansible program results, contributed to recognition with a Q2 North America Marketing Excellence Award.
How I Got Here
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Helped launch ID Agent, now part of Kaseya, when the business was still centered on dark web monitoring. I built the company’s first website and worked on a two-person marketing team, which taught me how to move quickly, trust my instincts, and make limited resources go further.
Inbound leads increased 20% in less than a year.
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Moved into enterprise marketing analytics, working across a portfolio of brands and learning how to connect campaign and point-of-sale performance to business decisions.
I also built training for Fishbowl’s email and analytics tools and spent six weeks in New Delhi training a team of builders and analysts.
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I caught the data bug and joined Hilton’s Customer Analytics team after completing a data analytics certification.
Working with larger data sets and presenting findings to VP and SVP stakeholders taught me how to turn analysis into a story people could act on.
I realized I didn’t want to be a data scientist. I wanted to be the most analytical marketer in the room.
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AWS brought me back to technology and introduced me to cloud infrastructure, infrastructure as code, and a deeply customer-first way of working.
I partnered closely with field teams, developed customer stories, and built regional activations across the US. AWS also taught me that data only tells part of the story. I learned to pair performance with what I was hearing from the field and from customers: who the product was built for, what they cared about, and why.
It was also where I learned to operate in ambiguity, make decisions with incomplete information, and stay close to the customer while working at scale.
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This was the start of my open source era, and the point where I shifted from industry marketing into deeper product and portfolio work.
Instead of building campaigns across multiple industries, I became hyper-focused on a defined solution suite, learning the product, the buyers, and the technical use cases in much greater depth.
Working in open source also changed the way I think about leadership. Building in public requires both confidence and humility: contribute what you know, listen when you don’t, and remember that the thing you’re building is bigger than you.
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Moved from OpenShift to Ansible and into a broader automation story spanning AIOps, orchestration, and security.
My work now centers on evolving the regional market story, understanding the buyers we need to reach, and turning that into repeatable approaches across launches, sales enablement, account strategy, and demand.
