SAP Appoints Augusta Spinelli as New Regional President for EMEA
New appointment announced: Augusta Spinelli assumes role as EMEA president for SAP
Augusta Spinelli has been named the new Regional President for Europe, Middle East, and Africa (EMEA) at SAP, effective August 2025. In this role, she will oversee SAP’s operations across 89 countries, with a focus on driving business growth, accelerating digital transformation, and fostering innovation in close collaboration with SAP’s product engineering teams and partner ecosystem.
Spinelli brings over 30 years of industry experience, including 24 years at SAP, where she has held various leadership positions across sales, delivery, and adoption services. Most recently, she served as Executive Vice President and Global Head of SAP’s Adoption Services Center, where she played a pivotal role in advocating large-scale adoption of SAP solutions globally.
In her new role, Spinelli will oversee SAP’s strategic growth and innovation adoption in the EMEA region. She will strengthen partnerships with SAP’s ecosystem to deliver value-driven outcomes and lead efforts to scale the adoption of SAP solutions to help customers accelerate digital transformation. Spinelli will also promote SAP’s AI-first, Suite-first growth strategy in alignment with the company’s culture of high performance and mutual trust.
Spinelli expressed her enthusiasm about joining the SAP EMEA team, recognizing their innovative capabilities and focus on delivering customer value. Manos Raptopoulos, who transitioned to SAP's Extended Board as Chief Revenue Officer for APAC, EMEA & MEE in February, described Augusta Spinelli as a "dynamic and insightful leader" with a passion for customer success.
Spinelli will lead SAP's EMEA teams, which are located across 53 offices spanning 89 countries. She will oversee SAP's operations in BeNeLux, France, Italy, Nordics, Baltics, Southern Europe, the United Kingdom, and Ireland.
Spinelli plans to continue fostering a culture of high performance, accountability, and mutual trust in her new role. She aims to strengthen value-driven relationships with partners in her new role and position the EMEA region as a global growth engine for SAP. However, she did not mention any specific goals or strategies for achieving this objective.
Spinelli looks forward to delivering value to customers through SAP’s AI-first, Suite-first strategy and working closely with product engineering, services, and SAP’s partner ecosystem to drive business growth and solutions adoption. The appointment of Augusta Spinelli as the new Regional President for EMEA marks an exciting time for both SAP and the industry.
- In her new role as Regional President for EMEA, Augusta Spinelli will focus on fostering innovation and accelerating digital transformation in the enterprise software industry.
- With her extensive experience in SAP's operations, including sales, delivery, and adoption services, Spinelli aims to lead efforts to scale the adoption of SAP solutions, especially in the finance and business sectors, to help customers navigate their digital transformations.
- As part of her strategy, Spinelli plans to work closely with SAP's product engineering teams, partners, and the partner ecosystem to drive the adoption of technology solutions that align with SAP's AI-first, Suite-first growth strategy, thereby positioning the EMEA region as a global growth engine for the company.
