SAP Appoints Rudy Abrahams as New Managing Director for Philippines

New SAP Philippines chief Rudy Abrahams will spearhead business transformation for customers, partners, and create equitable access for the communities

Media Release

New SAP Philippines Managing Director Rudy Abrahams. (Photo supplied)

Short link:

TAGUIG CITY, August 25, 2022 SAP SE (NYSE: SAP) today announced the appointment of Rudy Abrahams as the new Managing Director, SAP Philippines. 

In his new role and building on SAP’s 27-year history in the Philippines, Abrahams will be responsible for SAP Philippines’ customer-centric and innovative approach to driving digital transformation in the country. His focus areas include helping customers, partners, and communities tackle the biggest issues they face, such as business transformation in the cloud, building a resilient supply chain, and creating a sustainable future. He will report to Verena Siow, president and managing director for SAP South East Asia.

“I am thrilled that Rudy Abrahams will bring both his leadership and deep experience in business transformation to SAP Philippines. His exceptional track record and passion for helping our customers, partners and communities run better, will be instrumental in supporting the Philippines and South East Asia’s digital economy and growth,” said Siow.

“The last two years demonstrated how critical digital technologies, such as cloud and artificial intelligence (AI), are for business continuity and to thrive amid uncertain times. In the Philippines alone, we saw more businesses adopting cloud technologies to remain competitive and ensure that they adhere to the demands of their end-user customers,” said Abrahams.

A company that puts people first

“The Philippines has been pushing its national digital transformation agenda, especially with the ongoing projects both from the private and public sectors. We believe that private-public-plural partnerships are integral in achieving the country’s goals. At SAP, we aspire to be a trusted technology partner that can enable more organizations in the country to transform into intelligent, sustainable enterprises. Above all — collectively with our customers and partners  — we aim to make a profound and unique impact on sustainability,” added Abrahams.  

Abrahams brings over 25 years of ICT experience in the public and private sector, with expertise in large-scale digital transformation and a leadership style that puts people first. He was most recently the vice president and head of SuccessFactors for SAP South East Asia, where he was responsible for driving revenue, engaging customers, and collaborating with partners toward business outcomes and customer success. 

“As a company that puts people first, we aim to continuously make SAP an ideal place for work and foster every individual’s professional and personal development. By leveraging SAP technology, we always make sure that we embed diversity and inclusion practices in our processes. We know enterprises in the Philippines have also been pushing for workplace equality, policies, and education. So, I look forward to sharing best practices and ideas with our partners and customers in this area,” concluded Abrahams. (/)


About SAP

SAP’s strategy is to help every business run as an intelligent enterprise. As a market leader in enterprise application software, we help companies of all sizes and in all industries run at their best: SAP customers generate 87% of total global commerce. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. SAP helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want – without disruption. Our end-to-end suite of applications and services enables business and public customers across 25 industries globally to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, SAP helps the world run better and improve people’s lives. For more information, visit  

Don't be shy, comments are welcome! Thank you.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: