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Isabelle Schuhmacher

PR and Communications, SAP Global Sponsorships

Isabelle's Story

At SAP, we believe that when you bring everything you are, you can become everything you want.

The stories we publish together with our partners help people understand the innovative potential SAP has created and how we help the world run better.

Isabelle Schuhmacher

My love for words has driven my whole life. Naturally, my favorite subject at school was literature. At 16, I wrote my first article for my local newspaper, dreaming of a career as a famous journalist. At university, whenever possible, I convinced my professors that writing essays was much more valuable to us students than traditional classroom tests. You can imagine not all my classmates were happy with that approach.

Working for one of the biggest tech companies in the world was never on my radar. My affinity for words led to a deep fascination for the origin of language and its power throughout history. After finishing my bachelor’s degree in Media and Communications, I decided to study again and signed up for Egyptology and Roman History at the University of Heidelberg, Germany, where I spent three years learning about Egyptian hieroglyphs and early Greek and Roman writers. How these ancient civilizations told stories that have lasted centuries and continue to have a big influence on people today deeply impressed me and shaped my perception of storytelling and meaningful content.

When I started working for SAP as an intern during my studies, I quickly realized: the need for good content and storytelling is the same today as it was 3,000 years ago. Admittedly, the topics at a technology company might be completely different. However, the desire to touch people on an emotional level certainly isn’t.

This love for words is what drives me at work every day at SAP. I’m part of the Global Sponsorships team where I’m responsible for PR and communications for all our sponsorship initiatives in Europe, Africa, the Middle East and Asia. My job includes organizing press conferences with our partners around the world, writing press releases to spread the stories of our innovation, and penning articles about our technology sponsorships for the SAP News Center as well as the internal news portal, also known as intranet. Through my work, I’ve learned that our sponsorship partners offer SAP as a B2B company the best opportunity to reach our customers on a very personal and emotional level: as fans of sports and entertainment. No matter if it’s about esports, football, tennis, basketball, equestrian or sailing – the stories we publish together with our partners help people understand the innovative potential SAP has created and how we help the world run better.

I consider myself very fortunate that I can bring everything I am to this great company. My rather unusual educational background has always been viewed as an enrichment to the diversity of people that work at SAP. I strongly believe that bringing together a broad mixture of talent, skills and interests is what will keep us as a technology company leading through the pulse of time – and will enable us to keep telling great and authentic stories in the future.

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