Sam Masri, SAP

Sam Masri is Global Head of Digital and Managing Director of Midmarket Business at SAP, an organization responsible for driving incremental economic value to its customers by leveraging SAP technology innovations. He began his career at SAP as a Value Advisor and later went on to hold various leadership roles, including leading the Industry and Value Advisory team in Canada.

Prior to his current role, Sam served as SAP Canada’s Chief Operating Officer for three years. where he led the company’s transformation in support of 17,000+ Canadian customers, with a key a responsibility of achieving SAP Canada revenue and profitability objectives and driving the highest levels of customer and employee satisfaction. During his tenure, SAP Canada achieved record business growth, was named as SAP’s Market Unit of the year in North America, and was named as one of Canada’s top five employers, including for early talent, women, and mental wellness. Sam’s passion to lead with value-driven, collaborative customer engagements resulted in wide-scale adoption of digital transformation mandates in the Canadian market.

Passionate about early talent and equality, Sam has led many global initiatives in support of youth development and inclusion particularly in under privileged communities. He was recently named as one of Canada’s Top 40 Under 40  leaders. When he’s not working with customers and SAP teams, Sam spends his time with his wife, son, and twin 2-year-old daughters. He’s an avid world traveler and tennis player.