Driving Software Strategies around the World

As senior vice president of global audience marketing at SAP, Penelope “Penny” Delgadillo Valencia serves as a cloud evangelist and change agent, driving integrated marketing strategies across SAP’s portfolio to customers and partners around the world.

Since joining SAP in 2015, Valencia has brought together unique talents from across the world in a global marketing team of experts who are driving customer centricity. An award-winning marketing leader, Valencia is well regarded as an intercultural enthusiast who is defining the next chapter of SAP’s growth and audience engagement in the marketplace.  She is recognized for delivering game-changing customer and partner initiatives in the cloud technology and connected customer markets.

Throughout her career, Valencia has been at the forefront of technology trends and has built strategic alliances and managed acquisitions for a wide range of companies. At Microsoft, she drove adoption of Developer and Platform Evangelism, Windows Azure, Office 365, Windows Intune, CRM Online, Unified Communications, Live Meeting and Exchange Hosted Services.

Earlier in her career, she managed marketing initiatives for a number of start-ups in emerging technologies, including Affinity Internet (now ValueWeb), an early entry to the web-hosting market, and FrontBridge Technologies, a messaging security services company which was acquired by Microsoft to become Microsoft Exchange Hosted Services.

Focused on creating an inclusive environment, Valencia has been instrumental in accelerating the careers of women in SAP. She emphasizes continuous learning and development in her own organization and mentors numerous women at SAP worldwide to reach their potential and career aspirations. Her advice to women is “explore and develop skills and do not be afraid to take calculated risks along the way.” She lives by the words of Winston Churchill “attitude is a little thing that makes a big difference.”

Valencia joined SAP with the mandate of creating a world-class global audience marketing function. Today, she oversees teams responsible for end-to-end engagement with line-of-business, industry and technology buying audiences, including thought leadership, campaigns and programs, services and support, strategic partners and influencer relations.

She sits on the Board of Trustees for the Peninsula Education Fund and holds a BA in political science from UCLA.