SAP appoints Augusta Spinelli as the new president of EMEA (Europe, Middle East, and Africa) region

SAP appoints Augusta Spinelli as the new president of EMEA (Europe, Middle East, and Africa) region

SAP has announced the appointment of Augusta Spinelli as its new Regional President for Europe, the Middle East, and Africa (EMEA). With over 30 years of professional experience, including 24 years at SAP, Spinelli brings a wealth of knowledge and expertise to her new role.

Spinelli started her career at SAP in 2001 as a production planning consultant. Since then, she has held various expert and managerial roles across numerous countries, including serving as the Executive Vice President and global head of SAP’s Adoption Services Center, where she led efforts to drive large-scale adoption of SAP solutions. Spinelli also previously served as services general manager for EMEA.

In her new role, Spinelli will oversee SAP’s extensive EMEA teams spread over 53 offices in 89 countries. She is excited about the opportunity to establish the region as a key global growth engine for SAP. Spinelli believes the EMEA region is rich in diversity and opportunity.

Spinelli's leadership is described as dynamic and insightful, with a strong track record in innovation and execution that drives customer success within SAP’s AI-first and Suite-first strategy. She aims to strengthen value-driven relationships with partners in her new role and will work closely with product engineering, services, and SAP's partner ecosystem to drive business growth and solutions adoption across the region.

Augusta Spinelli has helped countless businesses around the world accelerate their digital transformation. She plans to continue fostering a culture of high performance, accountability, and mutual trust in her new role. Spinelli expressed her enthusiasm about joining the talented team of SAP professionals in EMEA, recognized for their innovative capabilities and focus on consistently delivering customer value.

Manos Raptopoulos, who was appointed to SAP’s Extended Board as chief revenue officer for APAC, EMEA, and MEE in February, described Augusta Spinelli as a "dynamic and insightful leader" with a passion for customer success. Spinelli will lead SAP's operations across BeNeLux, France, Italy, Nordics, Baltics, Southern Europe, as well as the United Kingdom and Ireland.

Spinelli is excited about the future, stating it is an exciting time for both SAP and the industry as a whole. She looks forward to delivering value to SAP's customers through an AI-first, Suite-first strategy. It's clear that with Augusta Spinelli at the helm, SAP's EMEA teams are poised for continued success.

[1] SAP News Center. (n.d.). Augusta Spinelli named SAP EMEA president. Retrieved from https://news.sap.com/2025/08/augusta-spinelli-named-sap-emea-president/

[2] SAP News Center. (n.d.). Spinelli to lead SAP EMEA as regional president. Retrieved from https://news.sap.com/2025/08/spinelli-to-lead-sap-emea-as-regional-president/

[3] SAP News Center. (n.d.). Spinelli appointed as SAP EMEA president. Retrieved from https://news.sap.com/2025/08/spinelli-appointed-as-sap-emea-president/

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