Alicia Tillman

Alicia Tillman, Speaker at C2 Montréal 2019

Alicia can be credited with several industry “firsts,” including launching the first-ever brand narrative at SAP that has elevated the company’s international recognition, raising its brand ranking four spots across several independent organizations. SAP is now ranked the 17th most valuable brand by BrandZ, and 23rd most valuable brand by Forbes. Alicia also launched the first-ever business travel industry forum in China and creating American Express Business Travel’s first social media platform (as well as a customer loyalty product that used gamification mechanics, a first for that industry).

The brand champion

Named one of Forbes’ 2018 Top 50 “Most Influential CMOs,” SAP’s Alicia Tillman is an award-winning strategic marketing executive at the forefront of championing brand purpose. One of her first major initiatives as Chief Marketing Officer of SAP was leading a factory reset on the organization’s global messaging strategy that has accelerated the company’s marketing strategy and brand recognition around the world. Alicia is guided by more than 20 years of marketing leadership experience, including her role as CMO of SAP Ariba, the world’s largest B2B commerce network, and head of Marketing and Business Services at American Express.