Eileen Chua has been named Managing Director (MD) for Singapore by German enterprise software giant SAP. She takes over from Khor Chern Chuen, who held the role for about three years, and is now the Singapore-based chief operating officer for SAP South East Asia.

The newly appointed MD for Singapore, Chua, will report directly to Rachel Barger, President and Managing Director of SAP Southeast Asia. Barger shared that SAP remains confident in Singapore as a business hub, given the access to a global talent pool, innovative culture and strong government support for the digitalization of industries. Speaking on the appointment Barger said that Chua’s promotion testified to the local female leaders that the company has on its talent bench.

Chua joined SAP in 2011 from Hewlett Packard was most recently the director of key accounts for SAP Singapore, where she oversaw the firm's high performing account directors, with a specific focus on cloud transformation across financial services, transportation and utilities.

As the new MD, Chua will be responsible for all activities spanning sales and operations, as well as SAP's expansion and growth in Singapore.

"The economy, government, and society are facing some headwinds brought about by the COVID-19 pandemic, causing businesses and employees to turn to digital solutions to enable remote working, digital supply chains and manage customer and employee experiences. We support our customers and partners during the COVID-19 pandemic with help to tackle disruptions including free access to select SAP software," said Chua. 

For players like SAP, the COVID-19 crisis has brought in newer opportunities as the businesses dependencies on digital solutions are on the rise. However, Chua and her team has to work on analyzing the market needs closely and see how the demands are constantly changing. Besides innovating and improvising solutions they might have to relook at their pricing model as well. 

Let’s see how Chua together with her team and the SAP ecosystem helps organizations build their "Intelligent Enterprise" strategy, and enables more companies in Singapore to automate their internal and business processes.