HALA ZEINE Celonis

Celonis

Hala Zeine

Chief Product Officer, Celonis

Leaving a German tech giant to join a startup isn’t the most conventional path, but then Hala Zeine is not a conventional person. Imbued with a deep passion for understanding how data works, Zeine worked her way from assistant to president at data firm SAP before joining unicorn startup Celonis as chief product officer with a mission to lead the process mining firm’s growth plans.

Celonis is going after established enterprise software firms and is already a market leader in process mining.

A supply-chain specialist, Zeine is determined to smooth out much of the noise in supply chains and distributions, which causes issues for Celonis customers worldwide. “Noise is hard to translate into action in the supply chain,” she says.

Her focus since joining the firm just 11 months ago has been to take a step beyond customers using Celonis’ product to make operational gains for users. In April, amid the COVID-19 pandemic, Zeine helped launch a machine-learning-based app for users to signal anomalies for customers on top of existing products. “I like to think of it like giving superhuman powers to users like Iron Man with Jarvis,” she says.