As the Chief Marketing Officer at SAP, Alicia Tillman is responsible for creating and accelerating the company’s marketing strategy and brand recognition across the globe. She is focused on driving the company vision of helping the world run better and improve people’s lives by building marketing programs and thought leadership to promote our exceptional product innovation and purpose driven initiatives.
Previously, Alicia was the Chief Marketing Officer of SAP Ariba, the world’s largest business to business commerce network. She was accountable for the development of the marketing strategy across the globe and rebuilt the company’s 18-year-old brand within her first seven months in the role. During her tenure, the business achieved double-digit revenue growth for eight consecutive quarters. Prior to joining SAP, she 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. Under her leadership, Alicia built a global organization recognized for developing a strong brand and consistent messaging that gave the business a leading voice in the industry. Throughout her career, she can be credited with many industry “firsts” – including launching the first ever business travel industry forum in China; creating American Express Business Travel’s first social media platform and creating the first customer loyalty product in the industry that used gamification mechanics.
Alicia has significant experience across marketing and product development, event management, branding, lead generation, public relations and investor relations, strategic planning, revenue management, organizational design and innovation. She has strong cultural competence leading global teams and is a dynamic public speaker and team motivator. A strong champion for women’s leadership and diversity at SAP, Alicia serves the executive sponsor for SAP’s Business Women’s Network in New York, which is comprised of 60 chapters around the world and over 10,000 members.
Alicia has been honored by many organizations for her work in marketing and communications. During her career at American Express, she was profiled by the European trade journal, Travel Trade Gazette Business, as one of the leading women in the business travel industry. She was awarded the American Express Chairman’s Award for Innovation twice and the Chairman’s Award for Exemplary Performance. During her time at SAP, Alicia was honored by Direct Marketing News as a 2016 Hall of Femme recipient which honored 15 exceptional chief female marketers. She was also recognized in early 2017 as one of 25 leading global marketing leaders by The Internationalist for outstanding accomplishments in the past year and changing the rules of contemporary marketing. Most recently, Alicia graduated from the prestigious Chief Marketing Officer program at The Kellogg School of Management at Northwestern University in June 2017.
Alicia is a graduate of Lycoming College and holds a BA in Mass Communications with an emphasis in International Marketing, Public Relations and Advertising.