Anita Gibbings in

Anita Gibbings

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Vice President Demand Generation & Performance Marketing (North America) at SAP
📍 Toronto, Ontario, Canada

A Fractional GTM Leader for B2B SaaS companies, Anita Gibbings leverages her 18 years of experience at SAP to help firms scale from $10M to $100M. Holding an MBA from IESE Business School, she is described by colleagues as a "remarkable, " "driven, " and "resilient" leader who excels in marketing and team management.

Anita is a recognized thought leader in her field, having appeared on podcasts like "The FINITE Podcast" to share her expertise on building the B2B marketing teams of the future.

During her time at SAP, she drove the creation of a content measurement framework that yielded over $80 million in identified savings through enhanced strategy and analytics.

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Experience
23 Years
Current Role
Vice President Demand Generation & Performance Marketing (North America)
Location
Toronto, Ontario, Canada
Personality Overview

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Priorities

Topics Anita cares about

GTM Strategy
Currently serves as a Fractional Go-To-Market Operator, focusing on helping B2B SaaS companies navigate complex growth stages and scale their market approach.
Future of Marketing
As a guest on The FINITE Podcast, she shared her vision for building the B2B marketing team of the future, highlighting necessary skills and adaptations.
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Career

Work history

6-2023 - 5-2025
Vice President Demand Generation & Performance Marketing (North America)
SAP
3-2021 - 6-2023
Head of Head of GTM Strategy, Demand Generation & Sales Enablement
SAP
9-2020 - 2-2021
Executive Fellow, Marketing Performance & Insights
SAP
4-2017 - 3-2021
Senior Director, Marketing Strategy & Transformation (Office of the CMO)
SAP
1-2017 - 5-2017
Director, Strategic Account Marketing (ABM) – Enterprise Sales (Fellowship)
SAP
In the press

Media appearances

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Education
Master of Business Administration (MBA)
IESE Business School
2019 - 2019
Certified Digital Marketing Professional
Digital Marketing Institute
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

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