Alicia Tillman is the global Chief Marketing Officer at SAP. Alicia is responsible for curating and accelerating the company’s worldwide marketing strategy and furthering its brand recognition. A purpose-driven marketer, she is committed to telling the authentic SAP story, demonstrating how the company’s innovative solutions are powering social, economic, and environmental change through its community of customers.
Since assuming the role, Alicia has led a factory-reset on the organization’s global messaging strategy. Alicia developed and launched the Best Run Campaign and reinvigorated brand narrative in April 2018. This messaging framework now serves as the bedrock for SAP’s global marketing initiatives. Her efforts have helped elevate SAP’s international recognition, raising the company’s brand ranking four spots across several independent organizations. The company is now ranked the 17th most valuable brand by Brand Z, and 23rd most valuable brand by Forbes. She has also been recognized as a leading CMO, ranked number 29 on Forbes’ Most Influential CMO list in 2018.
Prior to her role as global CMO, Alicia was the Chief Marketing Officer of SAP Ariba, the world’s largest business to business commerce network. During her tenure, the business achieved double-digit revenue growth for eight consecutive quarters. She also spent 11 years at American Express as the head of Marketing and Business Services after leading Public Affairs, Corporate Communications and Media Relations for the Global Business Travel division.