Malin Liden

Vice President, Head of EMEA Marketing Transformation, SAP

As Vice President of Strategic Programs in SAP Marketing, Malin is leading international teams in identifying, testing, and piloting new ways to communicate and collaborate with customers, users, and influencers. One of the pilots, introducing social selling to +7K marketing and sales professionals at SAP, generated over 1B Euros in pipeline value. She also managed an SAP online community that brought over 3M unique visitors a month to the company’s website.

Malin is a pragmatic and innovative leader who is known for challenging the status quo. She is an active influencer, speaker, and blogger on topics related to leadership, diversity, innovation, community, and digital marketing.

Prior to joining SAP SE, Malin held senior marketing and communications positions at SAP Systems Integration AG, BMC Software GmbH, and T-Systems. She holds a Bachelor in Business Administration from Växjö University, Sweden.

My Sessions

SAP Case Study: Cultural Change During a Pandemic

Theme 1: Strategy & Innovation

What do you do when your marketing strategy is built around events and Covid-19 happens? In this fascinating case study, Malin Liden shares her experience of starting her new role as VP of Marketing Transformation for SAP in 2020, and how the pandemic dramatically speeded up their plans for digital transformation.


B2B Social Strategy Question Time

Theme 3: Social & Creative
Join our expert panel as they answer the big social strategy questions facing B2B marketers in 2021. How socially activate your C-suite? How to measure your influencer programme? Whether to build a social team or outsource? Bring your trickiest questions and we’ll endeavor to answer them!
Social Media