SAP Appoints Augusta Spinelli EMEA Regional President Effective Immediately

SAP today announced the appointment of Augusta Spinelli as Regional President for Europe, Middle East and Africa (EMEA), effective immediately. Building on SAP’s presence and success in the region, Spinelli will be responsible for leading the EMEA teams across 53 offices spanning 89 countries, cementing the region’s role as a global growth engine for the company. SAP EMEA includes the BeNeLux, France, Italy, Nordics & Baltics, Southern Europe, the United Kingdom & Ireland, and the entire Middle East and Africa. This excludes the 26 countries of SAP Middle & Eastern Europe (MEE), led by Alex Kläger, which comprises the market units of Germany—SAP’s birthplace and headquarters—Switzerland, and Central and Eastern Europe.

In her new role, Spinelli will head SAP’s business in EMEA, driving business growth and innovation adoption for SAP customers in close collaboration with product engineering, services, and SAP’s partner ecosystem. These partners are empowered to deliver SAP solutions by following SAP methodologies to ensure measurable value and outcomes. She is poised to take the business to the next level, strengthening value-driven relationships with partners across EMEA and helping customers accelerate their digital transformation journeys.

Spinelli succeeds Manos Raptopoulos, who was appointed to SAP’s Extended Board as Chief Revenue Officer for APAC, EMEA, and MEE in February. Speaking on the appointment, Raptopoulos stated: “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 look forward to her leading the amazing EMEA team to new heights.”

A technology veteran and accomplished business leader with more than 30 years’ experience—both globally and within EMEA—Spinelli was most recently Executive Vice President and Global Head of SAP’s Adoption Services Centre, where she played a pivotal role in driving adoption of SAP solutions at scale. She joined SAP in 2001 as a production planning consultant, progressing within the company and expanding her leadership profile across expert and managerial roles, spanning both sales and delivery in numerous countries and cultures. Prior to her global remit, she served as Services General Manager for Europe, Middle East and Africa, gaining strong familiarity with many EMEA markets and customers. Augusta holds a master’s degree in Industrial Technology and Engineering from Politecnico di Milano, Italy, and is based in Dubai, UAE.

“I am deeply honoured to step into this role at such an exciting time for our industry and for SAP,” said Spinelli. “I’m thrilled to be joining the talented team of SAP professionals in EMEA, recognised for their innovative capabilities and consistent focus on delivering customer value. The EMEA region is rich in diversity and opportunity, and I look forward to driving value for 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.”