Behind the Scenes at SAP

I work at the Barcelona Experience Center (BEC), part of SAP's Digital Hub in Barcelona. The BEC is a purpose-built facility designed to support SAP's sales and presales teams in delivering high-quality, customer-facing content at scale. It brings together professional studio environments, production capabilities, and digital tooling, enabling teams to engage with customers in a more impactful and cost-effective way than traditional production setups allow.

My role within the BEC is to design, build, and maintain the infrastructure that underpins this capability.

Studios and environments

I oversee the studio environments within the BEC: the Serviced Green Room, the Digital Studios, and the Self-Service Green Room. In the Serviced Green Room I manage production end to end, ensuring every session meets a consistent quality standard. The Digital Studios operate on a self-service model; I am responsible for their setup, the assets and backgrounds available within them, and production support for customer-facing projects. This year we expanded from 2 to 6 studios across three floors of the building, significantly increasing capacity and access across teams.

Digital assets and reusable content

I create reusable digital assets that presales colleagues across EMEA use for demand generation and pipeline progression. This is the scalable output side of the work, making sure the content produced in those studios gets packaged into formats that the broader sales organisation can actually use.

Innovation

Keeping pace with emerging tools and workflows is an important part of my work. In the first half of this year I developed four AI-assisted production initiatives aimed at making content creation and delivery processes more efficient and scalable.

Enablement

Building the infrastructure is only part of the work. Ensuring colleagues are equipped to use it effectively is equally important. Most recently I designed and delivered a Digital Studio champion training programme across seven market units in EMEA, establishing a network of local champions responsible for driving adoption within their teams.