SAP Appoints Rachel Barger as President and Managing Director of Southeast Asia

SAP today announced the appointment of Rachel Barger as President and Managing Director of SAP Southeast Asia. Rachel will report directly to Scott Russell, President of SAP Asia Pacific Japan (APJ).

Rachel is responsible for driving SAP Southeast Asia’s strategy and execution, leading customer operations, accelerating customer transformation into intelligent enterprises, as well as building customer value and success in the region. Based in Singapore, she will oversee SAP’s business across Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and other emerging markets in Southeast Asia.

“Southeast Asia’s digital economy is growing at an unprecedented pace and businesses are accelerating their digital transformation into intelligent enterprises. While the level of digital readiness varies across Southeast Asia, SAP has the extensive capability to help our customers scale and win in the digital economy,” said Scott Russell, President, SAP Asia Pacific Japan.

“Rachel brings with her a wealth of experience and deep industry expertise to drive customer success and innovation in Asia’s next growth frontier. I am confident that SAP Southeast Asia will continue to grow and flourish under her leadership.”

Rachel Barger was most recently the Chief Operating Officer for SAP Asia Pacific Japan (APJ), responsible for the development and execution of go-to-market and growth strategies across all industries and portfolios in the region. Rachel is very much a Global citizen with more than 15 years of experience in the software industry in North America, Asia Pacific, Middle East and Europe, where she held leadership roles managing high performing organizations and teams in enterprise sales, customer success, and professional services functions.

“Digital technology is permeating every industry, institution, business process, and individual experiences. The wide spread digital transformation precipitated by productivity gain and growth opportunity is giving rise to the Digital Economy in ASEAN,” said Rachel.

She continued, “As a Friend of ASEAN, SAP has had a rich history of helping governments and companies in the ASEAN region run better and improving people’s lives over the last 30 years. I am honored to lead the Southeast Asia’s business to drive customer adoption, partner and ecosystem development, inspire digital transformation through pre-sales and industry value engineering engagement, and spearhead regional innovation efforts. I look forward to working with more than 4,000 colleagues based in Southeast Asia to take SAP to the next level in this growth region, as we help the region’s governments and businesses achieve their vision of a Digital ASEAN.”


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