Client: SAP
Engagement: Two years
Services: Sponsored thought leadership, executive content, messaging and communications strategy

The challenge

SAP’s sustainability communications team needed a writer who could turn the expert knowledge of its executives into engaging original content for business audiences. The writing had to reflect the voice of SAP’s experts while being easily understood by the target audience.

What I did

  • Developed article ideas that were timely and strengthened SAP’s position as a global leader of sustainability solutions
  • Made the business case for SAP solutions framed around the problems buyers face like new regulations and climate risk
  • Wrote thought leadership articles published in Forbes, Trellis, CFO Dive and the World Economic Forum
  • Wrote articles for the SAP News Center
  • Supported senior leaders with executive content and messaging
  • Provided ongoing communications strategy support

Results

  • SAP won the 2025 Reuters Global Award for Sustainability Communications
  • More than 36,000 views across three Forbes articles
  • 17 articles across Forbes, Trellis, CFO Dive, the World Economic Forum and SAP News Center
  • SAP retained my services for a 2nd year

How I added value

  • Expertise made accessible: I turned complex topics like regulation, carbon accounting and climate risk into content business readers want to read
  • An outside-in perspective: As a contractor, I bring a unique external perspective to SAP. I see the trends that internal employees may miss
  • Independent voices: I brought in outside experts whose commentary added credibility and colour to the articles
  • Reliability: Whether an article was approved on the first draft or took several rounds, I met every deadline and kept working until it was right
  • A journalist’s standards: My background as a journalist means content meets the editorial bar of outlets like Forbes and reads like journalism, not marketing

What this means for you

Working alongside an industry-leading communications team showed me how the best teams decide what to say. I bring that approach to every client: your experts keep their voice, and the market recognizes them as authorities in your industry.