Tuesday, October 30, 8:00 am  - 9:15 am

ASUG Welcome & Insights from the Community

Curious about the challenges your peers are facing? Interested in learning how they're preparing for the future?

Join ASUG's Chief Executive Officer, Geoff Scott, as he shares key insights we've gathered from your Supply Chain & Procurement community!


Geoff Scott, CEO, ASUG

Geoff Scott is the CEO for Americas' SAP Users' Group, the world's largest community of SAP professionals. He has more than two decades of experience as a chief information officer and senior IT leader.

Prior to his selection as CEO of ASUG, Geoff served as CIO for TOMS Shoes. In this role, he held responsibility for global technology strategy, execution, and operations. This included leading the implementation of SAP for TOMS in September of 2012 with a team of more than 100 people.

He holds a bachelor's degree in accounting, as well as an MBA from Michigan State University.

Tuesday, October 30, 4:00 pm  - 5:00 pm

Connect Digitally to Perfect Reality:

Supply chains today need to be agile, efficient and customer centric and SAP’s supply chain solutions digitally connect your entire supply chain. Learn how you can create a digital mirror of your end to end supply chain—from design, planning and manufacturing to logistics and ongoing maintenance—ensuring your customers are central to each and every phase of your business.


​Hala Zeine, President of Digital Supply Chain and Manufacturing, SAP

Hala Zeine is the President of Digital Supply Chain and Manufacturing and is responsible for running a global Line of Business (LoB), comprising of development and go-to-market for SAP. 

This team provides innovative Digital Supply Chain and Manufacturing solutions, including co-innovation, product design and go-to-market for all products within the LoB including manufacturing, logistics, start-up programs and an eco-system of partners.

Hala has extensive expertise of IT industry, technology and the supply chain business, and is passionate about making a real difference in solving customer’s business problems and helping them to implement digital solutions that enhance and support their mission critical business processes.

Previously Hala was the chief business development officer at SAP, responsible for defining the portfolio investment strategy, commercialization direction and digital transformation for SAP. In this role, she led SAP’s portfolio, pricing and commercialization; market introduction; and SAP Digital. 

Hala serves as a member of the leadership teams of SAP’s executive board areas for Product & Innovation, Cloud Business, and Global Customer Operations.

With SAP since 2001, Hala held previous senior leadership roles in Development, Solution Management, Marketing, and Consulting.  

She has a BASc in Marketing as is currently based in Walldorf Germany.