SAP, Senior Director of Search Marketing

Crispin Sheridan

Crispin Sheridan is the Senior Director of Search Marketing at SAP in New York. As part of the Global Demand Generation team, he established and runs the Search practice at SAP. Crispin is responsible for Paid and Organic search and has driven SAP’s strategy to harness the power of the channel to drive efficiency in lead generation across SAP’s ecosystem. Search at SAP is now fully centralised and globally funded, and is run with both an in-house team of 8 and agency support.

Crispin has proven that key-word driven social media marketing can effectively augment Search to drive B2B lead generation. Successes include integration with SAP’s primary Facebook page and the deployment of “AddThis” across globally.