SAP CMO Alicia Tillman To Depart Next Month

SAP Chief Advertising and marketing Officer Alicia Tillman is leaving the B2B software program firm after a number of years within the position.

On Friday, Tillman introduced that she’ll be departing on the finish of February to pursue new alternatives. She’ll get replaced by Julia White, who will develop into SAP’s chief advertising and options officer. White, who spent practically 20 years at Microsoft, most not too long ago led advertising for Microsoft Azure.

Tillman, who joined SAP in 2015 after greater than a decade at American Categorical, was initially tasked with reworking the model and one among SAP’s cloud enterprise, Ariba, earlier than turning into CMO two years later. Since then, she’s been chargeable for unifying all of SAP’s acquired manufacturers, similar to Concur, Ariba and Fieldglass, amongst others, below a single advertising technique, whereas additionally constructing new digital advertising methods for gross sales campaigns and occasions.

In 2019, Tillman’s brand-building efforts discovered her appointing model ambassadors together with mannequin Karlie Kloss and golfer Cameron Champ, and final yr, she created the “Again To Finest” marketing campaign that curated SAP’s services to assist corporations get well through the Covid-19 disaster.

Whereas she wouldn’t disclose what her subsequent job may be, Tillman says that “yearly requires a interval of reflecting, and the timing felt proper for me to say I’m proud, I’m completed and I’m prepared for what’s subsequent.”

“Advertising and marketing is an extremely dynamic discipline and is increasing,” she says. “It’s a progress driver for corporations and admittedly it’s one of many main progress drivers for corporations, and after I look towards my subsequent step, I’m simply excited to actually take advertising and all I’ve discovered as being now over a decade as a CMO when it comes to how I can take that to assist the following place that I finish as much as the true subsequent part of their journey—their journey of progress or transformation.”