SVP and Chief Business Development Officer
Hala Zeine is the chief business development officer at SAP. She is responsible for defining the portfolio and commercialization direction for SAP and for advancing the company’s business strategy. In this role, she heads SAP’ portfolio, pricing and commercialization; market introduction; and SAP Digital. She advises the SAP Executive Board on all investment decisions in SAP’s product portfolio and related business models. Her role spans from strategy and investments in product development, go-to-market, service and cloud delivery, to product integration and product development delivery management, to commercialiation strategies and pricing for all of SAP products.
Her market introduction responsibilities include Beta testing and Early Adopter Care programs with customers and user groups around the world whose feedback on these programs feed into the overall portfolio and pricing process.
Hala serves as a member of the leadership teams of SAP’s executive board areas for Product & Innovation, Cloud Business, and Global Customer Operations.
Prior to this role, Hala served as Chief Operations Officer (COO) and Head of Business Development for SAP Custom Development where she was instrumental to growing this businesses by driving strategy, introducing new business models for converting custom developed projects to SAP standard products, managing key customer engagements, and ensuring a customer focused operating model.
With SAP since 2001, Hala held previous senior leadership roles in Solution Management responsible for SAP’s industry portfolio, and Development, where she led large scale development programs with 1000+ developers. In Marketing she led the launch of SAP into new industries. Prior to this she held field roles in Partner Management of SAP Germany and Public Sector Consulting in the United States.