Netherlands 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.

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.

Lucy Withnall serves as the General Manager SAP Customer Services and Delivery (CS&D) in the Netherlands accountable for our Cloud Adoption and Consumption initiatives, including the implementation of customer projects, innovations and enterprise architecture.

With a strong background in SAP cloud services and consulting, Lucy has led various SAP teams focused on optimizing customer success and business outcomes through innovative SAP solutions.  Lucy is focused on evangelising the Suite First, AI First strategy, underpinned by a strong data strategy by supporting our customers and partners in their Suite and AI journey to deliver strong business outcomes.

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.

Alf Janssen is Chief Partner Officer at SAP Netherlands, responsible for driving the growth and expansion of SAP’s partner ecosystem with global service partners, resellers, advisory firms, software partners and hyperscalers.

Over the past 20+ years at SAP, he has held a variety of senior leadership roles, from Global Account Director to Sales Director Strategic Accounts, building and strengthening relationships with leading companies such as Shell, Unilever, Philips, Heineken and ASML. His experience spans global strategy, sales leadership, and alliance management, always focused on creating value for customers and partners.

With a strong track record in fostering collaboration and innovation, Alf is committed to accelerating SAP’s cloud business and helping organizations succeed in their digital transformation journeys.

Jos is Director of Corporate, New Business and Partner Led Markets at SAP Netherlands and a member of the SAP Netherlands Board. With over a decade of experience at SAP, he has been instrumental in driving growth across the midmarket and new business segments, helping customers unlock digital transformation and transition into intelligent enterprises.

Previously, Jos led SAP’s New Business organization, where he focused on building long-term partnerships with new customers by combining industry knowledge with innovation and creativity. Before that, as Global Account Director, he managed relationships in the consumer industries space, ensuring customers could fully leverage their SAP investments to accelerate business value.

With a background in business intelligence and consulting, Jos brings a strong combination of commercial leadership and technical expertise. His passion lies in helping organizations innovate, grow, and create sustainable value through SAP’s solutions and partner ecosystem.

Lucas is Director of the Customer Office at SAP Netherlands, where he leads initiatives to strengthen the relationship between our customers and SAP, ensuring customers experience a seamless journey with SAP solutions. With over 20 years at SAP, he has held senior leadership roles focused on cloud renewals, customer success, and digital transformation programs.

Previously, Lucas spearheaded the S/4HANA Move program in the Netherlands, guiding customers, partners, and sales teams in transitioning from ERP to SAP S/4HANA. As Sales Director for S/4HANA Cloud in the BeNeLux region, he built and led high-performing sales teams, helping organizations accelerate time-to-value and unlock innovation through SAP’s next-generation cloud ERP.

Starting his career as a consultant and later moving into solution sales across SAP HANA, analytics, and digital enterprise solutions, Lucas combines deep technical knowledge with commercial leadership. His passion lies in helping customers innovate, modernize, and realize long-term value through SAP’s cloud platform and intelligent technologies.