Hoda is a highly experienced, creative and self-motivated executive; with more than 25 years of experience in delivering
innovation and driving business value for customers in their respective industries. She worked for leading multinational
software companies including SAP, Oracle & Microsoft in regional and global capacities, where she lived and worked in
three different continents (Europe, Asia and Africa), which gave her a well-rounded experience in dealing with different
cultures, challenges and business models.
Hoda joined SAP in Dubai in 2013 where she held various positions last of which was the Managing Director for SAP
Egypt & Frontier Countries before being promoted in September 2021 as the Head of Business Process Intelligence
(BPI) for Southern Europe, Middle East and Africa, a region that covers 75 countries. In her capacity as Managing
Director, Hoda was responsible for SAP’s in country presence and growth strategies including driving sales, marketing
and operations. This in addition to her role in leading global education and training platforms to expand the respective
countries digital ecosystem and workforce. Given her impact in transforming SAP business, Forbes acknowledged her
leadership by recognizing her as one of Forbes Top 5 Women in Technology in the Middle East in March 2022, in
addition 50 Power Businesswomen for 2022 and 2021 which was on the back of the previous selection by Forbes as
one of Top 100 Power Businesswomen in the Middle East in 2020 & Forbes Top 100 most Influential Women in the
Middle East for 2018. She was also recognized as one of the Top50 women in Egypt in 2019 and awarded the Best
Distinguished Women Award in the field of Digital Transformation by the Arab Council for Social Responsibility in
2021. Hoda was nominated by SAP Middle East South cluster employees and awarded the “Diversity & Inclusion
Champion” for her leadership and significant impact in that area & was also selected to be on the Women to Watch
Program at SAP in early 2020 (a newly established global program focused on small group of around 70 top talented
women worldwide within SAP – a company of 100,000+ Employees).
Hoda is one of the Middle East’s leading technology innovators and pioneers – supporting public and private sector
customers to advance their digital transformation agendas, drive new business models, and transform citizen and
customer experiences. Upon her appointment as Managing Director of SAP Egypt, she made strong progress on Egypt’s
investment plan, expanding the breadth and depth of the SAP Channel Partner Program, and is continuing to enhance
the partnerships with the academic sector to support young talent development and job creation.
Under her leadership, SAP Egypt had its best performance ever since the company establishment (more than 10 years
ago) for both revenue and contribution, with a significant growth for all business KPIs lead by the significant triple digit
growth for the Cloud business. SAP Egypt was recognized as a Top Employer for the first time under her leadership. She
also managed to secure significant in country investments from SAP board to expand the company presence in the
country including the establishment of a new office to reflect the aspired growth plan of tripling the presence in the
country within three years.
Being the first ever female to be appointed by SAP as a Managing Director in the whole of Middle East & Africa region
in addition to being the first ever female to be appointed to lead a Multinational Software company in Egypt, Hoda
capitalized on her international experience and succeeded to overachieve all her KPIs
Since joining SAP in 2013, Hoda played a pivotal role in supporting the company’s growth strategy to transform
the United Arab Emirates Market. During her role as Chief Operating Officer in 2017, the UAE & Oman won the
Market Unit of the Year award for the first time ever and Hoda was recognized as The Top COO for Southern
Europe, Middle East & Africa region (EMEA South) where she acted as the local executive sponsor for several
strategic digital transformation engagements including Expo2020 Dubai.
Hoda represents women in leadership as part of SAP’s Women Leadership Excellence Acceleration Program (LEAP)
across Europe, the Middle East and Africa. She regularly speaks at global and regional forums. Hoda is a board
member of the American Chamber of Commerce since June 2021. She is also the elected vice-president and board
member of the German-Arab Chamber of Industry and Commerce since September 2020.
Hoda holds a B.Sc. with Distinction & Honors in Engineering from Alexandria University in addition to Master’s in
Business Administration (MBA) with Distinction from Maastricht School of Management.
