SAP CMO Alicia Tillman To Depart Next Month

SAP Chief Marketing Officer Alicia Tillman is leaving the B2B software company after several years in the role.

On Friday, Tillman announced that she’ll be departing at the end of February to pursue new opportunities. She’ll be replaced by Julia White, who will become SAP’s chief marketing and solutions officer. White, who spent nearly two decades at Microsoft, most recently led marketing for Microsoft Azure.

Tillman, who joined SAP in 2015 after more than a decade at American Express, was initially tasked with transforming the brand and one of SAP’s cloud business, Ariba, before becoming CMO two years later. Since then, she’s been responsible for unifying all of SAP’s acquired brands, such as Concur, Ariba and Fieldglass, among others, under a single marketing strategy, while also building new digital marketing systems for sales campaigns and events.

In 2019, Tillman’s brand-building efforts found her appointing brand ambassadors including model Karlie Kloss and golfer Cameron Champ, and last year, she created the “Back To Best” campaign that curated SAP’s products and services to help companies recover during the Covid-19 crisis.

While she wouldn’t disclose what her next job might be, Tillman says that “every year calls for a period of reflecting, and the timing felt right for me to say I’m proud, I’m accomplished and I’m ready for what’s next.”

“Marketing is an incredibly dynamic field and is expanding,” she says. “It’s a growth driver for companies and frankly it’s one of the leading growth drivers for companies, and when I look toward my next step, I’m just excited to really take marketing and all I’ve learned as being now over a decade as a CMO in terms of how I can take that to help the next place that I end up to the real next phase of their journey—their journey of growth or transformation.”