Fred helps guide customer adoption of Pure technology and ensure that Pure’s product priorities match the requirements of customers across EMEA. Fred has a keen interest in emerging technologies and advises customers looking at adopting these to enable strategic initiatives in the ever-changing world of IT.

Fred was one of the founding members of Pure Storage EMEA and has 20 years of experience working for technology companies. His work has included helping bring the FlashArray and FlashBlade products to the EMEA market, supporting strategic customers in multiple countries, enabling new use cases and acting as a bridge between customers and Pure Engineering.

While previously working at the company's headquarters in Mountain View, California in the Engineering division, Fred helped design new software features and built the Engineering Liaison practice. Prior to Pure Storage, Fred held multiple storage Systems Engineering positions with 3PAR and HP.