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Barbara Holzapfel


GABA Director

Chief Marketing Officer at Taulia

Barbara Holzapfel has a 20 years’ track record in enterprise software and consumer products, specializing in innovation and marketing strategies.

Most recently, Barbara served as Chief Marketing Officer at Addepar, a technology platform for financial services. Previously, Barbara was Senior Vice President and Managing Director of SAP Labs North America. She drove innovation strategies and channels, directed key innovations in Mobile, Cloud, and Big Data and incubated the startup ecosystem. She was part of SAP’s Global Leadership Team.

Barbara held leadership positions at SAP since 2001. She served as SVP Portfolio Marketing, where she directed strategic marketing for SAP’s entire portfolio, leading to significant business growth. Barbara held positions as Chief Operating Officer Solution Marketing and Vice President Supplier Relationship Management Strategy, where she launched and scaled a new business unit.

Prior to SAP, Barbara set up the European marketing function for global professional services provider Towers Perrin. Before that, she worked as a management consultant in London where she served clients in High Tech, after spending several years with The Coca-Cola Company in Atlanta in Global Strategic Marketing. Barbara began her career at Deutsche Bank in Germany.

Barbara holds an MBA from the University of Michigan Business School, and a business degree from The University of Saarbruecken, Germany. She serves on the Board of Trustees of the Anita Borg Institute for Women in Technology, the Board of Directors of the German American Business Association, and is a past Board Director of the Silicon Valley Leadership Group (SVLG) and SVForum. Barbara has been recognized by German Business Magazine Capital among the “Top 40 under 40”.