SAP Appoints Augusta Spinelli as Regional President for Europe, Middle East and Africa

In a move that underscores its commitment to accelerating growth across one of its most dynamic regions, SAP SE (NYSE: SAP) has appointed Augusta Spinelli as the new Regional President for Europe, Middle East and Africa (EMEA), effective immediately. This strategic leadership change is designed to build on SAP’s long-standing success in the region and further cement EMEA’s role as a powerful growth engine for the company. The region under Spinelli’s leadership will encompass 53 offices in 89 countries, covering BeNeLux, France, Italy, the Nordic and Baltic states, Southern Europe, the United Kingdom and Ireland, and the entire Middle East and Africa. Notably, the EMEA remit does not include the 26 countries of SAP Middle & Eastern Europe (MEE), comprising Germany, Switzerland, and Central and Eastern Europe — which remain under the leadership of Alex Kläger.

A Vision to Drive Innovation and Business Transformation

Taking the helm in EMEA, Spinelli is set to steer SAP’s operations toward sustained business expansion, deeper innovation adoption, and closer alignment with customer transformation goals. Her mandate will involve working in close coordination with SAP’s product engineering, services, and a robust partner ecosystem, ensuring that solutions are delivered with precision and measurable value. By strengthening ties with strategic partners and empowering teams to deliver results through SAP’s proven methodologies, Spinelli aims to position EMEA not just as a key revenue contributor but also as a hub of customer success stories.

Spinelli succeeds Manos Raptopoulos, who was appointed to SAP’s Extended Board as Chief Revenue Officer APAC, EMEA & MEE in February. On the Regional President appointment, Raptopoulos says, “Augusta is a dynamic and insightful leader with a true passion for our customers’ success and brings a wealth of experience to her new role. She has an extraordinary track record of innovation and execution and has accumulated deep industry expertise while helping countless businesses around the world accelerate their digital transformation.  I’m excited to see her continued commitment to empowering SAP customers and partners to thrive in dynamic markets and looking forward to her leading the amazing EMEA team to new heights.” 

Proven Leadership in Technology and Transformation

Spinelli’s appointment is backed by more than three decades of experience in the technology sector, with a career that spans both global and EMEA markets. Before stepping into her new role, she served as Executive Vice President and Global Head of SAP’s Adoption Services Centre, where she was instrumental in enabling customers worldwide to embrace SAP solutions at scale. Her deep understanding of both sales and delivery functions, honed through diverse leadership roles since joining SAP in 2001, positions her uniquely to navigate the region’s complex and varied market dynamics.

A Career Built on Cross-Cultural and Cross-Functional Expertise

From her early days as a production planning consultant, Spinelli steadily built her career within SAP, taking on roles that bridged multiple geographies and business functions. As Services General Manager for EMEA in an earlier phase of her tenure, she developed strong connections with customers across the region, gaining insights into the specific challenges and opportunities of individual markets. Her career trajectory reflects a balance of strategic vision and operational excellence, qualities essential for leading a region as diverse and economically significant as EMEA.

Academic Excellence and Regional Insight

Spinelli holds a master’s degree in Industrial Technology and Engineering from the prestigious Politecnico di Milano in Italy, providing her with both technical depth and strategic business acumen. Based in Dubai, UAE, she is well-positioned at the crossroads of Europe, the Middle East, and Africa, a vantage point that offers both geographic and cultural proximity to the markets she now leads. This location, combined with her extensive industry experience, places her in a prime position to drive SAP’s mission of enabling intelligent, sustainable enterprises across EMEA.

“I am deeply honoured to step into this role at such an exciting time in our industry and for SAP,” says Spinelli. “I’m thrilled to be joining the talented team of SAP professionals in EMEA, recognized for their innovative capabilities and focus on consistently delivering customer value. The EMEA region is rich in diversity and opportunity, and I look forward to delivering value to our customers through our AI-first, Suite-first strategy, in close partnership with our thriving SAP ecosystem, while continuing to foster a culture of high performance, accountability and mutual trust.”