# Rob Castaneda

> Rob Castaneda is the Australian founder and CEO of ServiceRocket, the technology services company he started in Sydney in 2001. Based in Palo Alto, he has built a career in software adoption, training and support, including a long partnership with Atlassian. He also writes Leadership Behaviors, supports the University of Technology Sydney and serves as an independent non-executive director of WiseTech Global.

- **Role:** Founder and Chief Executive Officer at ServiceRocket
- **Organizations:** ServiceRocket, WiseTech Global, University of Technology Sydney North American Advisory Board, Entrepreneurs’ Organization, Beaten Zone Venture Partners
- **From:** Sydney, Australia
- **Nationality:** Australian
- **Education:** Bachelor of Science in Computing Science (Honours), University of Technology Sydney
- **Known for:** Founded and continues to lead ServiceRocket, established in 2001., Helped develop early Atlassian training, support and commercial apps., ServiceRocket received the 2024-2025 Atlassian Partner of the Year Award for Co-Selling Excellence.

## Career timeline

- **1990s** — Joined Borland’s Sydney helpdesk at age 17; subsequently worked in pre-sales, R&D and training.
- **2000-2007** — Taught as a casual lecturer at the University of Technology Sydney.
- **2001** — Founded CustomWare in Sydney while completing his UTS degree.
- **2003** — Recalls meeting Atlassian founders Mike Cannon-Brookes and Scott Farquhar and arranging an early Jira resale for Johnson & Johnson.
- **2005** — Established ServiceRocket’s Kuala Lumpur office.
- **2008** — Moved to Palo Alto as part of the company’s US expansion.
- **2013** — CustomWare became ServiceRocket.
- **2014** — Named to the Silicon Valley Business Journal’s 40 Under 40.
- **2017** — Received the UTS Chancellor’s Award for Excellence and Engineering and Information Technology Alumni Award.
- **2023** — Published his Grow the Tree. Share the Fruit explanation on Leadership Behaviors.
- **2025-07** — Joined WiseTech Global’s board as an independent non-executive director.
- **2025-10** — UTS conferred a Fellowship at the 24 October graduation ceremony.

## Achievements

- Founded and continues to lead ServiceRocket, established in 2001.
- Helped develop early Atlassian training, support and commercial apps.
- ServiceRocket received the 2024-2025 Atlassian Partner of the Year Award for Co-Selling Excellence.
- UTS Chancellor’s Award for Excellence, 2017.
- Fellow of the University of Technology Sydney, 2025.
- Silicon Valley Business Journal 40 Under 40, 2014.
- Co-authored Enterprise JavaBeans 2.1, published by Apress in 2003.

## Latest updates

- **2026-07** — His LinkedIn profile lists NACD Directorship Certification, issued July 2026.
- **2026-06** — Appeared on The Briefing Room on 18 June to discuss US expansion, board accountability and building ServiceRocket; the episode identifies him as an LP in Beaten Zone Venture Partners.
- **2025-10** — Awarded a UTS Fellowship at the 24 October graduation ceremony.
- **2025-09** — Participated in ServiceRocket’s 20-year Southeast Asia anniversary events in Kuala Lumpur.
- **2025-07** — Joined the WiseTech Global board as an independent non-executive director.

## Links

- Website: https://leadershipbehaviors.org/
- LinkedIn: https://www.linkedin.com/in/robertcastaneda
- Twitter/X: https://x.com/robertcastaneda
- Facebook: https://www.facebook.com/robertcastaneda

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Profile page: https://yespress.io/rob-castaneda
Published by YesPress — https://yespress.io
Last updated: 2026-10-25