Global Chief Marketing Officer, SAP
Alicia Tillman is the global Chief Marketing Officer at SAP. She is responsible for curating and accelerating the company’s worldwide marketing strategy and elevating its brand recognition. A creative and purpose-driven marketer, she is committed to telling the authentic SAP story, demonstrating how the company’s innovative solutions are powering social, economic and environmental change through its community of customers.
Since joining the role, Alicia has led a number of campaigns and initiatives in support of SAP’s leadership in the Experience Management category, including the launch of the “Experience Management is Here” campaign, rooted in the everyday experiences, thoughts and feelings of employees and customers alike. This campaign built upon the foundation she laid in 2018, when she redesigned SAP’s global brand narrative, highlighting SAP’s origins as a purpose-driven organization committed to helping the world run better and improving people’s lives. These efforts have resulted in continued growth for both SAP’s brand and her own visibility as a global marketing leader. In 2019, SAP was ranked the 16th most valuable brand by Brand Z and the 20th most valuable brand by Interbrand, an upward trajectory since she first entered the role. Furthermore, Alicia was named the 14th most influential CMO by Forbes in 2019.
Prior to her role as global CMO, Alicia was the Chief Marketing Officer of SAP Ariba, the world’s largest business to business commerce network. During her tenure, the business achieved double-digit revenue growth for eight consecutive quarters. She also spent 11 years at one of the world’s most recognizable marketing brands, American Express, building brand functions to enhance brand awareness and improve customer experience. While at American Express, Alicia served as the head of Marketing and Business Services after leading Public Affairs, Corporate Communications and Media Relations for the
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