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SAP appointed Augusta Spinelli as Regional President for Europe, the Middle East and Africa (EMEA), effective 1 August 2025, according to SAP Italy. SAP UK announced the appointment on 6 August 2025 and described it as effective immediately. The dates refer to different things: the appointment’s effective date and the later UK announcement.
What the SAP EMEA president role covers
SAP said Spinelli would lead teams across 53 offices in 89 countries. In its UK announcement, SAP listed the EMEA markets as BeNeLux, France, Italy, the Nordic and Baltic markets, Southern Europe, the United Kingdom and Ireland, and the Middle East and Africa.
SAP distinguishes EMEA from its Middle & Eastern Europe (MEE) region. The UK release places Germany, Switzerland, and Central and Eastern Europe in MEE, outside the EMEA remit described for Spinelli. These boundaries reflect SAP’s organizational definitions, not a general geopolitical grouping.
Who is Augusta Spinelli?
Spinelli joined SAP in 2001 as a production planning consultant. SAP says she has more than 30 years of experience and has held technical and management positions across countries, including work in sales and services. Before taking on global roles, she served as Services General Manager in EMEA.
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Immediately before the appointment, she was Executive Vice President and Global Head of the SAP Adoption Services Center, where her work focused on helping customers adopt SAP solutions at scale. The experience and career details are from SAP’s appointment materials.
Whom did Spinelli succeed?
Spinelli succeeded Manos Raptopoulos. SAP said Raptopoulos joined its Extended Board in February 2025 as Chief Revenue Officer for APAC, EMEA and MEE.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What SAP said her priorities would be
SAP described the remit as driving business growth, encouraging customer adoption of innovation, working with product engineering and services, and collaborating with its partner ecosystem. The company also said it wanted to build stronger value-driven partner relationships and help customers accelerate digital transformation. These are SAP’s stated aims for the role, not reported results or independently measured outcomes.
“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, in close partnership with our thriving SAP ecosystem, while continuing to foster a culture of high performance, accountability and mutual trust.”
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