​As Senior Vice President of SAP Portfolio and Commercialization Strategy, Hala 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 commercialization strategy and pricing for all of SAP Products.

Hala serves as a member of the leadership teams of SAP’s executive board areas for Product & Innovation 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 in growing the business 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.