Alicia Tillman is the Global CMO of SAP.
Alicia Tillman is the global Chief Marketing Officer at SAP, responsible for ‘curating and accelerating the company’s worldwide marketing strategy and elevating its brand recognition.’ Among the largest enterprise software companies in the world, SAP has more than 480,000 customers across 180 countries, employs roughly 100,000 people and recorded revenue of nearly $30 billion in 2018. Prior to her role as global CMO, 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. She also spent 11 years at one of the world’s most recognizable marketing brands, American Express, building brand functions to enhance brand awareness and improve customer experience. While at American Express, Alicia served as the head of Marketing and Business Services after leading Public Affairs, Corporate Communications and Media Relations for the Global Business Travel division. In 2019, Alicia was named the 14th most influential CMO in the world by Forbes, amongst numerous other accomplishments. 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. Check out Alicia's interview on
On today's episode, SAP Chief Marketing Officer Alicia Tillman joins Adam Conner for a conversation on how the enterprise software juggernaut aims to stay relatable at all times. Today, you'll learn: Alicia's journey to SAP and what authenticity means to her How SAP translates listening and invoking feelings into business as a B2B brand The power of partnerships with influencers and brand ambassadors like Karlie Kloss as part of SAP's marketing mix The power of purpose Be sure to stay subscribed for more content and thought leadership like this, and do please leave a rating and review on iTunes if you like what you hear. Reach out to Adam Conner on LinkedIn at or via email at with suggestions for guests, content, or general interest/feedback. Find more at Enjoy! Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)
Are you at odds with your company’s culture? Dan and Alison answer your questions with the help of Alicia Tillman, the CMO of SAP. They talk through what to do when your company celebrates one kind of worker and ignores others, everyone seems to fit in but you, or a hard-charging culture is hurting performance and employee morale.
Alicia Tillman got her strong work ethic from her parents, but especially from her mom, a widow and working mom who raised 3 kids. After 11 years with American Express, Alicia became the Global CMO of SAP, a $24 billion software company. After 2 years, she's turning the business into a marketing powerhouse. Alicia was ranked 14th in Forbes' 2019 list of World's 50 Most Influential CMOs.Speaking with Jim from Cannes Lions, Alicia discusses lessons learned about hard work, never abandoning your team and how SAP is helping solve real world problem. Plus, her goal to make SAP one of the top 10 brands in the world.  
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Creator Details

New York, New York, United States of America
Episode Count
Podcast Count
Total Airtime
4 hours, 12 minutes
Podchaser Creator ID logo 695146