Managing Director, SAP Egypt – with a planned expansion in the role starting 1st of April to cover New Frontiers South countries (Jordon, Lebanon, Libya, Yemen, Syria and Sudan).
Hoda is a highly experienced, creative and self-motivated executive; with nearly 25 years of experience in delivering innovation and driving business value for customers in their respective industries. She worked for leading multinational software companies including SAP, Oracle & Microsoft in regional and global capacities, where she lived and worked in three different continents (Europe, Asia and Africa), which gave her a well-rounded experience in dealing with different cultures, challenges and business models.
Hoda joined SAP in 2013 in the UAE where she held various positions before being appointed as Managing Director for SAP Egypt in Feb 2018. In her current capacity, Hoda is responsible for SAP’s in country presence and growth strategy including driving sales, marketing and operations. This in addition to her role in leading global education and training platforms to expand Egypt’s digital ecosystem and workforce. Given her impact in transforming SAP business in the country, Forbes acknowledged her leadership by recognizing her as one of the Middle East Most Influential Women for 2018. She was also recognized as one of the Top50 Women in Egypt in early 2019 & was selected again by Forbes as one of the Power Businesswomen in the Middle East in early 2020. Hoda was nominated by SAP Middle East South cluster employees and awarded the “Diversity & Inclusion Champion” for her leadership and significant impact in that area in 2019 & was also selected to be on the Women to Watch Program at SAP in early 2020 (a newly established global program focused on small group of around 70 top talented women worldwide within SAP – a company of 100,000+ Employees).
Hoda is one of the Middle East’s leading technology innovators and pioneers – supporting public and private sector customers to advance their digital transformation agendas, drive new business models, and transform citizen and customer experiences. Since her appointment as Managing Director of SAP Egypt, she made strong progress on
Egypt’s investment plan, expanding the breadth and depth of the SAP Channel Partner Program, and is continuing to enhance the partnerships with the academic sector to support young talent development and job creation.
Over the past year, Hoda completely transformed the whole engagement model for the company in Egypt where she engaged strategically with the top leaders in the country starting from the Egyptian President (having 4 interactions with President Sisi in less than a year- two of which were focused roundtables in addition to one dedicated meeting for discussing the company’s business in the country), the Prime Minister, and several key Ministers; actively positioning the value that SAP can bring to the country’s digital transformation agenda, in line with vision 2030, and the positive impact this can yield on the economy.
She also significantly expanded the company’s network to a large number of impactful CEOs, business leaders and top influencers across various industries. This has dramatically transformed the company’s exposure which resulted in winning significant transformational projects in both Public and Private Sectors; including the National Tax Reform Program with the Ministry of Finance, the Transformation of the Oil & Gas Sector with the Minister Of Petroleum, the ERP for the New Administrative Capital among many others.
In the last 2 years, SAP Egypt under her leadership had its best performance ever since the company establishment almost 10 years ago for both revenue and contribution, with a significant double-digit growth for the On-Premise business & triple digit growth for the Cloud business. She also managed to position SAP Egypt as the top performing country across the whole of Middle East South Cluster; winning the Market Unit of the quarter for 6 Quarters out of 8 since her appointment. She also went beyond the Middle East South cluster to be recognized as a winning Market Unit across the whole of Southern Europe, Middle East & Africa Cluster. SAP Egypt was constantly recognized as a Top Employer in Egypt for the first time under her leadership.
Hoda managed to secure significant investments from SAP board to expand the company presence in the country including the establishment of a new office to reflect the aspired growth plan of tripling the presence in the country within three years.
Being the first ever female to be appointed by SAP as a Managing Director in the whole of Middle East & North Africa region in addition to being the first ever female to be appointed to lead a Multinational Software companies in Egypt, Hoda capitalized on her international experience and succeeded to overachieve all her KPIs
Since joining SAP in 2013, Hoda played a pivotal role in supporting the company’s growth strategy to transform the UAE Market. During her role as Chief Operating Officer in 2017, the UAE & Oman won the Market Unit of the Year award and Hoda was recognized as the top COO for Southern Europe, Middle East & Africa region (EMEA South) where she acted as the local executive sponsor for several strategic digital transformation engagements including: Expo2020 Dubai, EmiratesNBD Bank, Etihad Airways, wasl, RTA & Emaar among many others.
Hoda represents women in leadership as part of SAP’s Women Leadership Excellence Acceleration Program (LEAP) across Europe, the Middle East and Africa. She regularly speaks at global and regional forums. She has been also selected by the American Chamber of Commerce to co-chair its Digital Transformation committee for the term starting October 2019 till date. She is also a board member of the German-Arab Chamber of Industry and Commerce.
Hoda holds a B.Sc. with Distinction & Honors in Engineering from Alexandria University in addition to Master’s in Business Administration (MBA) with Distinction from Maastricht School of Management.