AlFaifi assumed his current position in 2016, while Maccotta assumed his position in 2020. In December 2025, SAP signed an agreement with the Sharjah National Oil Corporation (SNOC) to adopt RISE with SAP, linking all SNOC operations under one system. The company also inaugurated its new office in Iraq in May 2025, having hosted SAP NOW Baghdad to showcase new Business AI, cloud solutions, and intelligent enterprise technologies. AlFaifi was previously the COO of Zain KSA. Maccotta was also the managing partner of the Global Platinum Customer Unit at SAP.