SAP SE has named Augusta Spinelli as its new Regional President for Europe, Middle East and Africa (EMEA), effective immediately.
In her new role, Spinelli will oversee SAP operations in 53 offices across 89 countries, covering markets including BeNeLux, France, Italy, the Nordics and Baltics, Southern Europe, the United Kingdom and Ireland, and the entirety of the Middle East and Africa. The 26 countries within SAP Middle & Eastern Europe (MEE) — which include Germany, Switzerland and Central and Eastern Europe — remain under the leadership of Alex Kläger.
Spinelli is tasked with driving business growth, advancing innovation adoption, and deepening collaboration with SAP’s product engineering, services, and partner networks. She will work to strengthen value-driven relationships with partners while supporting customers in accelerating their digital transformation journeys.
She succeeds Manos Raptopoulos, who became Chief Revenue Officer for APAC, EMEA and MEE in February.
Raptopoulos praised Spinelli’s leadership qualities, stating: “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 and deep industry expertise. I’m excited to see her lead the EMEA team to new heights.”
A veteran of the technology sector with over three decades of experience, Spinelli joined SAP in 2001 as a production planning consultant. She has since held multiple senior roles across sales and delivery, gaining extensive exposure to diverse markets and cultures. Most recently, she served as Executive Vice President and Global Head of SAP’s Adoption Services Center, where she led efforts to drive adoption of SAP solutions on a large scale.
Earlier in her career at SAP, she was Services General Manager for EMEA, a position that allowed her to work closely with many of the markets she will now oversee.
Spinelli holds a master’s degree in Industrial Technology and Engineering from Politecnico di Milano, Italy, and is based in Dubai, United Arab Emirates.
Speaking about her appointment, Spinelli said: “I am deeply honored to step into this role at such an exciting time in our industry and for SAP. 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. We will work in close partnership with our thriving SAP ecosystem while fostering a culture of high performance, accountability and mutual trust.”
With her appointment, SAP signals its continued focus on EMEA as a key growth engine, positioning the region to play a central role in the company’s global expansion and innovation agenda.
