I joined ShapeBlue over four years ago, already active within the Apache CloudStack community and passionate about the potential of open-source. At that time, the market looked very different – open-source was often seen as a secondary option, not a central pillar of enterprise tech strategy. But that has changed dramatically. As the industry has evolved, so has our company. ShapeBlue has grown steadily, becoming employee-owned along the way, which has only strengthened our commitment to transparency, collaboration, and long-term thinking. My team has grown as well, and I feel incredibly fortunate to work alongside such talented colleagues – people who not only understand the value of marketing but also appreciate how vital the connection is between technology and business teams. Together, we’ve built a culture where marketing is not an afterthought, but a core function that reflects and amplifies the innovation happening inside the company. In my role at ShapeBlue now, I frequently act as a liaison between technical teams, the open-source community, and our commercial strategy.
Reflections on the Transforming Tech Landscape
This year marks my fourth anniversary at ShapeBlue. In that time, I’ve witnessed an incredible transformation – not just within our company, but across the entire technology landscape. The way organisations evaluate, adopt, and invest in technology has changed dramatically, and open-source is at the heart of that shift.
Over the past few years, we’ve seen more companies turn to open-source technologies—not just as a cost-saving measure, but as a strategic imperative. In a world that moves fast, open-source offers something rare: long-term reliability without vendor lock-in.
At the same time, the role of solution providers and cloud service companies is evolving. All of them are now prioritising vendor independence, agility, and full control over their technology stack. This mindset is especially prominent in the cloud repatriation journey. Businesses are recognising that flexibility, predictability, and sovereignty matter just as much as scalability.
Working at ShapeBlue, a company so deeply rooted in the open-source space, has given me a front-row seat to this evolution. Apache CloudStack and the wider ecosystem we support have become key enablers for organisations looking to take control of their infrastructure. Building your own destiny has become a highlight in the strategies of tech companies.
Why Employee Ownership Matters
Employee ownership is rare, particularly in the IT industry, but at ShapeBlue, we see it as a powerful statement of trust in our team. We believe our people are our most valuable asset, and by giving them a stake in the company, we’re investing in their incredible potential. This approach not only fosters deeper engagement and long-term commitment but also ensures that everyone is aligned in driving the company’s success. In the long run, we’re confident that employee ownership will bring lasting benefits for both our team and the business.
Why ShapeBlue is the Place to Be
ShapeBlue is more than just a workplace—it’s a dynamic, forward-thinking environment where potential meets purpose. With a strong sense of shared values (ownership and responsibility, openness, honesty and fairness) and a highly engaged team, it’s easy to feel connected and inspired here. The company offers a wealth of development opportunities, from acquiring new skills to advancing your career. Our multicultural team brings diverse perspectives that enrich collaboration, while our partnerships with some of the world’s leading IT companies keep us at the forefront of innovation. Most importantly, the work we do makes a real impact on the industry, our clients, and our own personal growth and lives!
Beyond the Office
Outside of work, I’m passionate about travelling and discovering new cultures. I have an interest in psychology, especially criminal psychology, and often find myself reading or learning more about the subject in my spare time. I cherish time with my family, especially my three-year-old daughter, who keeps life joyful and full of surprises. I thrive on staying dynamic in my personal life – working from different locations or embracing change as a constant. That sense of movement and curiosity fuels both my personal growth and professional creativity.
Ivet Petrova is the Marketing Director of ShapeBlue. She is responsible for strengthening ShapeBlue’s global brand and market awareness of ShapeBlue’s services. Specifically, Ivet’s team is responsible for brand, advertising, content and digital marketing, social media, and media relations.
Ivet is also an active member of the CloudStack community, working on increasing the awareness of the technology and showing its benefits to a wider market.
Ivet has 13+ years of experience in marketing for IT service providers including a number of cloud and hosting providers, storage companies, SaaS providers and software development companies. She holds a Masters degree in Marketing.
Away from work, Ivet is passionate about travelling around the world and exploring new cultures.
