MEET / BUYER
MEET THE BUYER Meetme profiles the region’s key buyers and planners BACKGROUND
ABOUT YOUR COMPANY SAP – which stands for ‘Systems, Applications and Products in Data Processing’ – is a market leader in enterprise application software. The company was founded in 1972 and today, has sales and development locations in more than 50 countries worldwide. SAP applications and services are used by more
than 109,000 customers globally. From back office to boardroom, warehouse to
Events Manager, SAP Middle East & North Africa GRATION D’MELLO
storefront, desktop to mobile device, SAP empow- ers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. The company does this by extending the availability of software across on-premise installations, on-demand deployments and mobile devices. Visit
www.sap.com/mena
ABOUT YOUR ROLE I am responsible for events marketing for SAP Middle East & North Africa and oversee the event strate- gies and portfolio planning. This includes reviews of programmes or marketing initiatives that are both SAP driven or via third-party sponsorships to ensure objectives are aligned and meet with regional and country-level business strategies and goals. My responsibility extends to programme devel-
opment and creative strategies to incorporate vari- ous channels to ensure the successful planning and execution of events, follow up activities, measure- ments against planned metrics and syndications of programmes across the region to deliver tangible ROI.
ABOUT YOUR CAREER I joined SAP as events manager in February 2011. Prior to joining SAP, I worked at Cisco for two years as part of the marketing team, based out of the Dubai office, leading events across the Gulf region and Pakistan. My combined events and hospitality experience of more than 13 years has provided me with the regional market knowledge and customer focus to target and deliver high quality events that are relevant to our target audience.
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