Richard Rubin

Richard Rubin


Lacrosse, Soccer, Coaching, Photography, Music, Writing


Richard Rubin joined SAP in July 2009, as VP, Global Web and eCommerce, part of Market & Demand Management Strategy. He was responsible for the development of a company-wide sales, marketing and technology plan to drive web commerce, and increase the conversion rate of demand generation on He has delivered a fully integrated and operational investment plan, organizational construct, and management system, designed to present “One SAP” online, increase our sales and marketing yield, and run on a world class infrastructure.

In his current role as VP, Digital Marketing, Rich is responsible for identifying gaps and driving process and content improvements in our current Digital Channel enablement process, that improve SAP’s ability to grow revenue and leads for our Channel Partners, Inside Marketing and Sales teams.

Rich has had a diverse career of innovative sales and marketing achievements which includes Web commerce and eMarketing, Sales management, Consulting, new Product development, and Distribution channels management. He has established a record of hands-on leadership and team building skills at the international level.

Rich joined SAP following a 13 year track record of success and advancement at IBM, driving sales through marketing leadership, market insight, and innovative solutions. He developed and executed ground-breaking eCommerce and merchandising strategies to grow global revenue and market share for an evolving mix of IBM Global Services, Software and Hardware across all web platforms and customer portals. He was in charge of Web Marketing and eCommerce programs that supported multiple distribution networks and linked Regional Tele Centers and the Web.

Prior to joining SAP, Richard held executive marketing positions in companies and consultancies serving the Technology, Consumer Packaged Goods, Beverage, and Travel industries. His marketing experience includes work for Colgate-Palmolive, Guinness, Whitbread, Ciba-Geigy, British Airways, Hertz, and Ryder Trucks among others. He was the marketing executive for a software developer and systems integration firm that was named one of the top 100 growth companies in the US by Inc. Magazine, and a leader on the PepsiCo team that launched the “Pepsi Challenge”. He has written extensively about effective marketing in 3-tier distribution systems.

Work History

Work History

Internet Division Campaigns Manager

IBM Corporation

Responsible for program development and global execution of the e-business marketing campaigns (SWG STAR award winner 3Q98)

Jul 2009 - Present

VP, Global Web Marketing

IBM Corporation

Define strategies and business requirements to increase online commerce. Drive business and relationships by promoting a common set of e-Marketing tools, Web metrics, a disciplined approach to merchandising, and best-of-breed industry practices. Work across business units to drive improvement of IBM's Web content quality, consistency, and searchability. Web generated Validated Lead Revenue grew +84% YTY to $4,119.1M, 158% of our 2008 Target.

Apr 2007 - Jun 2008

VP, Global Channel Marketing

IBM Corporation

Responsible for driving OI/OO target achievement via eMarketing tools and targeted product and services offerings that leverage the Marketing Program Framework in support of the Division’s $11B sales target. Advance IBM's web experience, merchandising and eMarketing capabilities, and drive the process and tool changes to increase marketing contribution, tool adoption, seller productivity and effectiveness.

Jan 2004 - Mar 2007

Director, Web Sales and Support

IBM Corporation

Responsible for driving $1.3B in web revenue (+20% YTY) with an evolving product and services mix, improving customer SAT and deploying merchandising techniques across all platforms and portals, including Personal Pages, eSites and Group sites. Also responsible for problem management, efficient data flow and sales team support across 6,000 customized web sites.

Mar 2003 - Dec 2003

Director, Marketing and Merchandising

IBM Corporation

Responsible for the development, enablement and merchandising ofIBM Direct’s teleweb offerings. Responsible for the development, implementation and support of IBM Direct’s5K + enterprise web pages.

Sep 2001 - Feb 2003

Manager, Global Interactive Marketing

IBM Corporation

Responsible for the adoption, utilization and funding by IBM business units of telewebmarketing strategies, tools and tactics worldwide, in support of their revenue plans. Manage offerings and eSite marketing teams.

Nov 1999 - Aug 2001

Program Director, e-business Infrastructure

IBM Corporation

Responsible for the development and implementation of the market management plan to drive cross divisional sales of products and services used to build and run e-business applications.$300M opportunity revenue achieved in 2000. Campaign was awarded Grand Effie by the American Marketing Association

Jun 1999 - Nov 1999

Program Manager, Business Intelligence

IBM Corporation

Responsible for the global implementation of marketing programs to increase sales of Business Intelligence solutions.

Mar 1999 - Jun 1999

Launch Manager DB2 v6

IBM Corporation

Responsible for directing the marketing support and campaign integration for the WW roll out of DB2 V6.

Sep 1998 - Feb 1999

Marketing Manager, ISV and SMB

IBM Corporation

Developed and executed WW marketing communications and campaign integration programs for application developers and system integrators

May 1996 - Dec 1996

Marketing Manager, infoSage

IBM Corporation

Responsible for Brand launch and customer development, for this customized news service.Included advertising, direct response, Web marketing, Member Services training, and external and internal promotions.

1994 - 1995

Editor and Publisher

Sprouts Magazine

Responsible for all operations of this biweekly news and entertainment magazine.

1991 - 1994

VP, Marketing

MicroBiz Corporation

Responsible for all phases of marketing, including channel development, catalog sales, and training for this POS software developer and systems integrator.Grew business 1500% in three years to $10 Million.(Inc. Magazine Top Growth Company for 1992-1993)

1990 - 1991


South Mountain Marketing Group

Formed marketing consultancy to provide services to high technology companies.Consulting engagements included network computing products and services, and satellite entertainment networks.

·Freelance Writing Retail Systems Reseller, Vertical Application Reseller, Business Systems Dealer and Computer Reseller News.

1990 - 1990

VP, Group Director

Ogilvy & Mather

Grew revenues and profits more over $1 Million for the Business Consulting Division by stabilizing the organization and attracting new business. (Clients included Ryder Trucks, Seagram, Ciba-Geigy)

1984 - 1988

VP, Marketing

Whitbread NA

Directed all marketing efforts including new product introductions for this $400 Million distilled spirits manufacturer.Repositioned all major brands and refined distribution network as part of a corporate takeover.

1983 - 1984

Marketing Director


Stabilized Smirnoff vodka in a declining domestic market through realignment of domestic distribution systems, regional promotions and local advertising

1979 - 1983

Marketing Manager

Pepsi-Cola Company

Responsible for the U.S. rollout of the Pepsi Challenge program among 108 bottlers.Redesigned all channel merchandising programs to focus on competitive performance.

1976 - 1979

Account Manager

William Esty Advertising

Started career in this ad agency gaining insights in creative development, commercial production, media planning and client service.


1974 - 1976


Syracuse University
1970 - 1974


Hobart College



3 tier Distribution Systems

Web Marketing and eCommerce