Costanza Tedesco, Global Vice-President, Brand Experience at SAP, is responsible for shaping and strengthening the SAP brand. Her teams drive the translation of SAP’s business strategies into branding strategies – in areas such as advertising, visual identity systems, digital design, product naming, brand architecture, and media planning. Costanza has driven a multi-year program to “transform” the SAP brand, increasing its value by more than $7B over her tenure. SAP is now ranked as the #24 most valuable global brand, ahead of Nike and Amazon [Source: Interbrand’s “Best Global Brands” ranking for 2012]. She joined SAP in 2002 after serving as Executive Group Director at Ogilvy, in charge of the IBM Global Services business. She also had significant experience in packaged goods, managing brands as diverse as Zantac (for Warner-Lambert) and Spaghetti’Os (for the Campbell Soup Company). Costanza holds a BA in Economics from Princeton University and an MBA from Harvard Business School.