Enterprise software giant SAP SE (NYSE: SAP) has appointed Augusta Spinelli as the new Regional President for Europe, Middle East, and Africa (EMEA), underscoring the company’s continued focus on customer value, partner collaboration, and digital transformation across a key growth market.
Spinelli will lead SAP’s operations in 89 countries, spanning 53 offices, across a broad EMEA remit, excluding the 26 countries of SAP Middle & Eastern Europe (MEE), which continue under the leadership of Alex Kläger. Her appointment comes as SAP intensifies efforts to strengthen its value-driven engagement model and accelerate AI-enabled innovation adoption for customers.
In her expanded role, Spinelli will oversee regional business strategy, operations, and customer success, working closely with SAP’s engineering, services, and partner ecosystem to deliver integrated solutions.
Manos Raptopoulos, Chief Revenue Officer for APAC, EMEA & MEE and a member of SAP’s Extended Board, praised the appointment:
“Augusta is a dynamic and insightful leader with a true passion for our customers’ success. She has an extraordinary track record of innovation and execution. I’m excited to see her take the EMEA team to new heights.”
A 30-year technology veteran, Spinelli was previously EVP and Global Head of SAP’s Adoption Services Center, where she played a key role in scaling SAP solution deployment globally. Since joining SAP in 2001 as a production planning consultant, she has held multiple strategic roles in sales, delivery, and customer engagement across global and EMEA markets.
Spinelli brings deep familiarity with the EMEA region, having earlier served as Services General Manager for Europe, the Middle East, and Africa. She holds a Master’s degree in Industrial Technology and Engineering from Politecnico di Milano, Italy, and is currently based in Dubai, UAE.
Commenting on her new role, Spinelli said:
“The EMEA region is rich in diversity and opportunity. I look forward to delivering customer value through our AI-first, Suite-first strategy, while fostering a culture of high performance, accountability and mutual trust.”
Her appointment is expected to reinforce SAP’s commitment to helping businesses in the region scale digital transformation efforts in line with changing market dynamics.
