Chief Marketing Officer, SAP ARIBA
SAP Ariba is the largest business-to-business marketplace in the world with over 2 million companies and 5 million end users transacting across 20,000 categories. It is also a key part of SAP's business network strategy and cloud portfolio. As Chief Marketing Officer, Alicia Tillman oversees SAP Ariba's global value proposition and marketing strategy around the world.
She describes SAP Ariba as “the marketplace for modern business,” and to insure its continued growth, Alicia Tillman believes in “pushing the limits in creative marketing,” while harnessing digital strategies that improve customer loyalty through a connected experience.
Ariba’s core technology supports sellers in creating frictionless connections with two million companies around the world who are sourcing all manner of business needs, raw materials and ingredients to create products and brands. SAP’s marketing automation strategy streamlines and accelerates the demand-to-cash process by driving sophistication to quickly reach customers and leverage unique content to nurture them through the demand funnel. It also provides exceptional reporting to increase the effective management of the pipeline.
Alicia Tillman joined the company just two years ago upon learning that SAP Ariba’s President sought to double the size of the business in the next five years. That goal would call for change, and marketing would be the backbone of the initiative with refreshed messaging, brand elements and awareness. And now after numerous successful consecutive quarters of double-digit growth, she believes that SAP Ariba is just getting started.
Prior to Ariba, Alicia Tillman spent 11 years at American Express as the Head of Marketing and Business Services, and previously as Head of Public Affairs, Corporate Communications and Media Relations for the Global Business Travel division. Her career earlier role was at Rosenbluth International, a Philadelphia-based travel management company later acquired by American Express.