Meet the SAP United Kingdom and Ireland Leadership Team

Get to know the leaders of SAP and how they will make sure the company continues to help companies do what they do best – only better.

  • Cormac Watters

    Managing Director, SAP UK and Ireland

    Tim Noble

    Cormac Watters, Managing Director, SAP UK and Ireland, has a key objective of helping SAP’s customers adapt quickly to changing and challenging market conditions, enabling them to run at their best. By adopting SAP’s integrated solutions, in a way that suits their individual needs, SAP is able to improve customer performance, efficiency and flexibility. Cormac is also responsible, with the support of his Leadership Team, for executing on the company’s business strategy and growth plans. Critically, this means simplifying how it delivers innovation to customers and enabling SAP to expand its leadership position in the cloud through the adoption of SAP HANA, ultimately helping its customers to run simple.

    Cormac joined SAP in October 2014 from the global technology distribution group DCC Exertis where he was Chief Operating Officer. He brings with him two decades of management experience to SAP, having held senior roles in organisations including Aryzta AG and Lawson. As the CIO of Aryzta AG, he led the company’s strategic transformation through IT. In his role as President at Lawson, Cormac had responsibility for the Central European region.


  • Guy Armstrong

    Chief Operating Officer, SAP UK and Ireland

    Peter Heffner

    As COO, Guy is responsible for providing sales support infrastructure to drive sales and operational excellence. Guy’s organisation enables and supports multiple lines of business to ensure SAP UKI helps its customers to realise the full value from their SAP investments and Run Simple.


    Guy joined SAP in 2005 as Director of Operations Consulting, most recently holding the positions of UKI Field Services Director and Field Services Director for Business Unit North. Throughout his time at SAP, Guy led one of the best performing and most profitable Services Units globally. Prior to SAP, Guy worked for Gartner in its Benchmarking & Consulting Practices and was the Vice President of its EMEA Consulting Operation Division. Guy has over 20 years’ experience in the IT industry.


  • Colin Brookes

    Director of Compliance, SAP UK and Ireland

    In his role as Director of Compliance, Colin is responsible for overseeing and managing controls, policies and procedures with respect to SAP’s Software Licensing Rights, that assure compliance across the organisation. He works to add value to our relationships through the review of new and existing agreements with the aim of driving growth and success.

    Colin is a highly proficient global sales leader with over 20 years sales, sales management, operations and general management experience at board level across technology organisations in the UK, Germany, North America, Australia, Asia and Japan. Most recently Colin was an Independent Director and prior to that held positions as Senior VP Asia & Japan at Software AG, Executive Director & VP sales at Formscape Software Ltd and SVP & General Manager at KSS Ltd.


  • Laura Burton SAP UK and Ireland

    Human Resources Director

    Laura Burton was appointed HR Director for the UK and Ireland in October 2011. Laura is responsible for managing a team of seven HR Business Partners dedicated to supporting all Business functions across SAP UKI. She also oversees the wider HR team who supports recruitment, contracts, training, rewards and benefits for approximately 1100 employees.

    Prior to joining SAP, Laura spent 12 years working for Capgemini and IBM in a variety of HR roles and management positions.


  • Kevin Butcher

    Director of Field Services, SAP UK and Ireland

    Jonathan Best

    In his role of Director of Field Services, Kevin is responsible for running the combined SAP professional services and education business, providing customers with access to the knowledge, tools and support needed to successfully implement SAP solutions. With his team, he is focussed on ensuring customers can accelerate their adoption of new SAP technologies and leverage the investments they have made.

    Kevin has over 13 years of experience working at SAP in a number of senior delivery management positions, and has been personally involved in the successful delivery of new and innovative solutions to some of SAP UKI’s largest customers. Prior to joining SAP, Kevin worked across a broad spectrum of leadership positions including IT, sales, marketing and operations for SAP end-user organisations.

  • Bruno Ferreira

    Head of SCP, SAP UK and Ireland

    Laura Burton

    As Head of Strategic Customer Programmes in the UK and Ireland, Bruno is responsible for SAP’s largest and most strategic customers in the region. Working closely with the account teams, he ensures consistent value management and delivery.

    Having joined SAP in 2012 as a Sales Director within our Brazilian organisation, Bruno came to the UK at the start of 2014 to head up the Business Analytics business, leading to significant growth. Bruno brought with him extensive sales experience from across some of the largest names in the IT industry. Before joining SAP, Bruno was Head of Business Development at Nokia Solutions and Networks. Bruno received his bachelor’s degree in Management and his Master of Business Administration from the University of Chicago Booth School of Business.


  • Kevin Kimber

    Managing Director of Cloud, SAP UK and Ireland

    Andrea Cross

    In his role as Managing Director of Cloud, Kevin is responsible for our complete cloud offering. He works closely with customers to understand their challenges and to demonstrate the value the cloud can bring to businesses in driving new levels of process efficiency, collaboration, and insight.

    Most recently responsible for the EMEA operations at cloud services provider, Zuora, Kevin brings with him breadth of knowledge of the cloud industry and proven sales experience in the enterprise space across the IT services industry. Kevin has specific experience in growing and developing cloud start-ups in new regions.


  • Simon Niesler

    Head of Business Analytics, SAP UK and Ireland

    As Head of Business Analytics, Simon is responsible for delivering customer value through SAP’s latest innovations within the Business Analytics product portfolio, covering business intelligence, predictive analytics, governance, risk, and compliance (GRC) and enterprise performance management (EPM).

    Simon joined SAP in May 2014 bringing with him significant analytics industry experience. Most recently he headed up global sales at Dachis software, a leader in brand and social media analytics. Simon has a strong heritage in analytics sales; previously working with global analytics software vendor, Microstrategy, and UK retail analytics start-up, eCommera. Throughout his career Simon has gained expertise in building and leading high-performance sales teams that have delivered complex value propositions across big data, analytics, and omni-channel commerce on both SaaS and on-premise platforms.

  • Mark Rattley

    Director of Database, Technology & Mobile, SAP UK and Ireland

    As UKI Head of Database, Technology & Mobile, Mark is responsible for driving innovation and customer engagement, and delivering customer value across our key technologies. The Database & Technology organisation incorporates all SAP and Sybase data management and technology products, including SAP EIM and HANA, which enables SAP to address the market for structured and unstructured data.

    Mark joined SAP from EMC's Information Intelligence Group business unit, Documentum. As Regional Vice President and General Manager across the UKI, Benelux, Nordic and South Africa, he was focused on business growth across key industries and cloud-enabled solutions. An enterprising leader, Mark brings with him significant sales and management experience having worked across the technology industry with some of the most successful pre-IPO start-ups, as well as global FORTUNE 100 companies.


  • Martin Schirmer

    Director of Industry Sales, SAP UK and Ireland

    In his recently created role of Head of Industry Sales, Martin is responsible for bringing greater focus and rigor to the sales function, enabling critical consolidation to improve alignment with our customers’ needs and to help SAP better serve the UK and Irish markets.

    Martin brings with him a wealth of experience from his 18 years at SAP; most recently he held the role of Regional Vice President for Supply Chain and Procurement in EMEA, and prior to this was cross-industry Sales Director for Africa, where he led some of the most strategic deals in the region.

  • Conor Shaw

    Vice President and Director of General Business and Partner Ecosystems, SAP UK and Ireland

    Guy Armstrong

    Conor is responsible for the management of the SME, Mid Market and Channel sales teams across the region, covering the entire portfolio of SAP solutions, as well as our network of channel partners.

    Having joined SAP in 2009, Conor has extensive experience of working with our channel partners and field sales teams. Conor previously led the development of Inside Sales across Europe, Middle East and Africa, where he drove SAP’s sales growth in Applications, Mobility, Business Analytics and Database Technologies through practiced and innovative remote selling and engagement techniques

  • Elena Shishkina

    Chief Financial Officer, SAP UK and Ireland

    Guy Armstrong

    Elena Shishkina joined SAP UK and Ireland as Chief Financial Officer in April 2011 and is a member of the SAP UK and Ireland Executive Board. Elena is primarily responsible for driving financial excellence, as well as pro-actively supporting commercial operations across the UK and Ireland business, with an overall objective to optimise profitability and maximise cash flow generation. She also has overall responsibility for all compliance activity in the UK and Ireland market unit.

    Elena has been working at SAP since 2005. She joined SAP in Russia and CIS countries as Internal Strategic consultant. Between 2007 and April 2011 Elena served as CFO in Russia and CIS and was also formerly Acting General Manager of Russia and CIS. In addition to her CFO role, in January 2011 Elena joined Corporate Development (M&A) Go To Market team of SAP AG. She was responsible for Sybase Go to Market integration in line with SAP global strategy, covering the product portfolio of mobile technology, high performance databases, and analytics in the European market.

    Previously she worked as Finance Director and Senior Consultant in Russian and international companies in professional services, consumer distribution and manufacturing firms, where she successfully realised a number of new venture projects.


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