Title: Senior director-integrated marketing, planning and management

Company: SAP

Years in current job: 1

SAP's European Football Experience looks more like a gaming app than a marketing tool. Fans can access the latest stats on their favorite teams, enhanced with commentary, colorful bar graphs and comparative charts.

“We're using pop culture experiences that use enterprise software that can be used in the broadest way possible,” said Kevin Cox, senior director-integrated marketing, planning and management. Now available in 13 languages, the European Football Experience has “tens of thousands of users,” he said, noting that more than 30% of them are repeat users.

With software readily available online, everybody at a company, not just the IT department, is exposed to SAP's marketing message, Cox said. “The purchasing and consumption model has changed,” he said. “We can't reach all these people one by one. We have to create these experiences that will make them want to buy from us.”

A nine-year SAP veteran, Cox currently promotes integrated marketing techniques to the company's offices globally, which includes providing internal thought leadership for strategy development.

He also oversees the creation of experiential apps for PCs and mobile devices, such as European Football Experience, to connect with the company's target audience and ultimately drive sales. SAP's mobile Recalls Plus app, for instance, tracks product recalls from four major U.S. government agencies and sends parents who may have purchased those products relevant recall notices. A game called Monday Morning Memo allows people to play at putting out fires at work using SAP technology.ERROR: Macro topVirts2012 is missing!