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Ashley Boag

Executive | COO & SVP International | EMEA & APJ | Enterprise SaaS & AI | Turnaround & Growth | 24 Years+ | 30+ Countries | Disciplined International Operator with Cultural Fluency | P&L Accountability
25.3 yrs experienceComputer Software
Sep 2024

The move

MoveSAP → UiPath
TitleChief Operating Officer – MEA South → Chief Operating Officer & SVP, International (EMEA & APJ)
LocationDubai → Dubai
Career arcRecent arrival
Cross-border moveNo — same country
Native languageEnglish
Years in UAE5.0
Total experience25.3 years
UiPath headcount1,001-5,000 employees
UiPath industrySoftware Development
UiPath HQNew York, NY
UiPath founded2005
UiPath typePublic Company

Career arc

  1. Chief Operating Officer & SVP, International (EMEA & APJ)Sep 2024 — Present
    UiPath· Dubai, United Arab Emirates· Full-time
  2. Chief Operating Officer EMEAApr 2023 — Sep 2024
    UiPath· Dubai, United Arab Emirates· Full-time
  3. Chief Operating Officer – MEA SouthMay 2021 — Mar 2023
    SAP· Dubai, United Arab Emirates· Full-time
  4. GM & VP – Energy & Natural Resources, EMEA SouthFeb 2018 — Oct 2021
    SAP
  5. GM – Incubation Industries & Chief Business Officer (Concurrent)Jan 2017 — Jan 2018
    SAP· Africa· Full-time
  6. Chief Business Officer – AfricaJan 2016 — Feb 2018
    SAP· Johannesburg· Full-time
  7. Managing Director – East AfricaJan 2016 — Jan 2017
    SAP· Kenya· Full-time
  8. Director - Cloud, LoB & Digital / Member of Executive Board -AfricaJan 2015 — Dec 2015
    SAP· City of Johannesburg· Full-time
  9. Director - Energy & Natural Resources Africa / Member of Africa Executive Board - AfricaFeb 2014 — Jan 2015
    SAP· City of Johannesburg· Full-time
  10. Sales Director – Analytics, LoB & Cloud, UKISep 2013 — Feb 2014
    SAP· London· Full-time
  11. GM & VP – Rapid Deployment Solutions, EMEAOct 2011 — Sep 2013
    SAP· EMEA· Full-time
  12. Chief Operating Officer – SAP AfricaJul 2009 — Jan 2011
    SAP· Johannesburg, South Africa· Full-time
  13. Board Member2009 — Nov 2011
    African SAP User Group (AFSUG)
  14. VP – Field Management, EMEAMay 2006 — Jun 2009
    SAP· Zurich· Full-time
  15. Director, Finance & Admin EMEA (EMEA NEWS & EMEA HQ)Dec 2004 — Apr 2006
    SAP· Zurich· Full-time

Education

Languages

  • German · Full professional
  • English · Native or bilingual

Top skills

Sales ExecutionEnterprise Sales LeadershipBusiness ProcessExecutive Stakeholder ManagementEnterprise TechnologyForecasting & Pipeline Management

About

An accomplished executive: I have spent 24 years operating at the intersection of three things most executives do well in isolation: building growth businesses, fixing them, and running them with financial discipline. Doing all three, across 30+ countries and multiple technology cycles, is what makes my career unusual. I started in finance at SAP's HQ in Walldorf — working directly with the Group CFO. That foundation in financial rigour shaped how I read a P&L, how I interrogate a pipeline, and how I build operating models that hold under pressure. My career then moved progressively through field management, sales leadership, general management, and ultimately COO and Regional President-equivalent roles. I have run businesses at every stage: greenfield builds in new markets, high-growt

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