Benelux Management Team

Bart Van der Biest is the Managing Director of SAP Benelux, responsible for leading SAP’s operations and strategic direction across Belgium, the Netherlands, and Luxembourg. With more than 20 years at SAP, Bart has held several key leadership roles — including Sales Director Enterprise Segment Belux, Head of Strategic Customer Program EMEA North, and COO of SAP Netherlands.

Bart is focused on strengthening SAP’s growth strategy in the Benelux through innovation and digitalization. Key priorities include RISE with SAP, an integrated suite of solutions, services, and cloud infrastructure for digital transformation. His strategy has further evolved into a “Suite First, AI First” approach, in which artificial intelligence is seamlessly embedded into ERP, Finance, HR, sales, and procurement processes. In addition, he advocates building a solid data foundation by harmonizing both SAP and non-SAP data through the SAP Business Data Cloud, while emphasizing the importance of ethical compliance in AI applications.

Stijn De Beuckelaer, Managing Director, is responsible for all of SAP’s activities in Belgium and Luxembourg. SAP is the leader in the business software world. Stijn’s main priority will not only be to maintain this position but also to clearly position SAP as an innovative trendsetter with cloud and platform solutions. Given his previous successes in the SME market as Sales Director Midmarket, Stijn aims to expand this success across the entire Belgian and Luxembourg market.

Veerle Van Puyenbroeck is the Chief Business Officer at SAP Benelux, where she drives strategic operations and customer advistory. With a strong background in sales leadership and key account management, she is known for building high-performing teams and fostering client partnerships. Passionate about innovation and collaboration, Veerle is also active in community initiatives like the #1000kmTegenKanker cycling campaign.

Bart Doomen is the Head of Enterprise Sales at SAP Netherlands.

Bringing over almost 10 years of industry experience, most recently as our CBO and before that as our Head of Industries, Bart is known for his structured and pragmatic approach and has a passion for customer success. With his ability to build and run high performance sales teams, plus his track record of delivering on our growth ambitions throughout his tenure at SAP.

In his role within the Dutch market unit, Bart is focused on the orchestration of the teams along the customer value journey.

Jimmy Van Geit is Head of Services for SAP Belgium and Luxembourg. He leads SAP’s professional services organization in the region, ensuring successful solution delivery and driving customer value through expertise and execution. With over 20 years of experience in senior delivery and service line management roles, Jimmy brings deep consulting know-how and a strong focus on customer success.

Roel Wijntjes has been appointed Chief Financial Officer (CFO) for SAP Netherlands. Having joined SAP in January 2007, he has held multiple senior finance roles, most recently as Commercial Support Director for both the Netherlands and Belux region.

With deep expertise in finance, controlling, and commercial strategy, Roel leads SAP’s financial vision and execution in the Dutch market .

Lidewij van den Eerenbeemt serves as Head of People & Culture at SAP Netherlands, where she leads the People & Culture agenda across the organization . A multidisciplinary HR professional, she brings over a decade of experience within SAP across multiple EMEA markets—including roles as an HR Business Partner—driving employee engagement, culture change, and talent strategies. Lidewij advocates for inclusive leadership and meaningful workplace experiences, actively contributing to initiatives like SAP’s global People Experience Day,

Wessel is Marketing Director Benelux at SAP. In this role, he leads the Benelux marketing strategy to strengthen SAP’s brand and drive customer engagement across the Benelux market. With more than a decade of experience at SAP, he has built a strong track record in developing innovative, data-driven marketing programs.

With expertise spanning global campaigns, regional strategy, digital marketing, and local field marketing, Wessel is committed to building meaningful connections between SAP, its partners, and customers—helping organizations understand how SAP technology can enable their digital transformation.