MADRID-BASED/REMOTE · INTERNATIONAL BY PATH

From ERP complexity to AI-native operations.

18+ years leading SAP and enterprise transformation programs — now focused on AI-powered modernization, clean‑core, and the human side of adoption.

Anna Zelinskaya — portrait
Built across
smartShift Mercedes-Benz Deloitte
Experience
18+
Years in enterprise delivery
Reach
15
Countries with managed projects
Languages
3+2
Fluent · intermediate (B2)
Result
100+M€
SAP projects value delivered
01Where I can help

Four pathways.
One question.

Who you are usually decides which conversation we should have first. Pick the one that sounds most like yours.

02My story

My path has always been about making complexity manageable.

From engineering and SAP at Deloitte, to running the largest system separation in Mercedes-Benz's recent history, to building AI-native modernization at smartShift — one continuous thread.

Then Engineering Bauman MSTU, Moscow
2008 SAP consulting Deloitte, Moscow → Brussels → Madrid
2014 SAP Manager Deloitte Transformation programs lead
2019 Mercedes-Benz Senior Program Manager  · SAP Practice Lead
Now smartShift AI & clean-core programs
Next AI-native ops Where this is all headed

I started in engineering, in a country where the word for "transformation" mostly meant rebuilding things that were already broken. I spent my twenties learning SAP — the most demanding, least glamorous craft in enterprise software — because the systems that actually run companies are the ones nobody writes essays about.

Then I spent a decade at Deloitte shipping SAP into refineries, distributors, fashion groups. Brussels, Moscow, Madrid. Saratov, Antwerp, Brussels again. I learned that almost nothing about a transformation program is technical — the technology is the part you can plan.

At Mercedes-Benz, I owned the largest system-separation program in the company's recent history: 150 people, five parallel SAP projects, seven production countries on three continents. We did the work. The certification on the wall says I'm ready to run a department. I made a different choice.

Transformation usually fails not because of the technology — but because of people, incentives, trust, and adoption.

I went to smartShift in 2025 because AI is creating the next transformation wave, and I wanted to be inside a product company while it happened. We use AI to automate SAP code modernization at scale — one recent client engagement: 5.6 million lines of code, six weeks. The kind of work that used to take quarters of human effort, done in days.

What I do now is the same work I've always done, with a different toolkit. Connect enterprise systems, AI, and the human side of change. Make visible what was already true.

03The work

Five things I get hired to do.

Themes, not titles. Read them as a single system — enterprise complexity on one side, human adoption on the other, AI through the middle.

04Selected chapters

Four chapters — not a CV.

What each chapter taught me, and why I left it for the next one.

  1. 2025 — present

    smartShift Technologies

    Program Manager · Madrid · remote-global

    I moved into a product company because the AI shift was moving faster than corporate inertia. At smartShift I lead AI-powered SAP modernization for enterprise clients — and contribute to the design of the next generation of GenAI offerings inside the platform. The cycles are shorter, the conversations are sharper, and we are doing things at six weeks that used to take six quarters.

  2. 2019 — 2025

    Mercedes-Benz AG

    Senior PM · SAP MM Practice Lead

    Six years, two of which inside one of the most complex industrial transformations in Europe — the technical separation of Daimler Trucks & Buses from Mercedes-Benz Cars. 150 team members across globe, five parallel SAP projects, seven production countries. Plus practice lead for a 20-person Logistics team and stream lead in the Madrid IT reorganization. I left at the inflection point that would have made me a department head, because what I wanted to do next wasn't at Mercedes-Benz anymore.

  3. 2008 — 2018

    Deloitte

    Analyst → Manager · Moscow · Brussels · Madrid

    A decade across three offices, three languages, and deep dive into sales, logistics and transportation management processes in SAP. Purchase-to-Pay & Logistics team lead for a Fortune 500 spin-off rollout across twelve EMEA countries. Program lead and change-management lead on the El Corte Inglés Fashion Transformation.  This is where I learned what "stakeholder" really means, how to lead the teams, and that the program that fails is usually the one where nobody told the truth in the steering committee.

  4. Earlier

    Foundations

    Engineering · IMMIT · Accenture

    Engineering degree from Bauman Moscow State Technical University. Early work in programming, design, IT consulting and a Russian President's grant at the National Centre for Heritage Trusteeship. Triple MBA in European  schools - Aix-Marseille, Turku and Tilburg Universities.  The foundation underneath everything else: how to see the complex processes from business and IT perspective

05Thinking

Notes from inside the work.

A slow-growing library on AI inside the systems that actually run companies — Project and Product Management, ERP, clean-core, change, adoption, and the human layer underneath all of it. Written from inside the work, not from a research desk.

06The human layer

Beyond systems.

Behind the systems work, another discipline: learning to observe people, resistance, ambiguity, and change. Psychology, art therapy, watercolour — not a hobby, an operating system.

Anna painting plein-air in Sigüenza
Plein-air · Sigüenza
Melancholy — watercolour by Anna Zelinskaya
“Melancholy” · watercolour
Erase the traces — watercolour by Anna Zelinskaya
“Erase the traces” · watercolour
Hidden from life — watercolour by Anna Zelinskaya
“Hidden from life” · watercolour

Technology changes faster than people do.

My work in psychology, art therapy, and watercolour keeps me close to the slower side of transformation: how people learn, resist, adapt, and eventually make something new their own.

i.
Psychology helps me understand resistance and motivation.

Master's in Art Therapy. Currently studying Psychology at UNED & UOC. The vocabulary I needed to name what every steering committee was already arguing about.

ii.
Art teaches observation and ambiguity.

Twelve years of watercolour as @anzeart. Solo exhibition at Ermita de San Roque, Sigüenza, July 2025. The discipline of looking before deciding what to leave and what to synthesize.

iii.
Teaching reminds me learning is never instant.

Weekly watercolour classes at the municipal school of Sigüenza. Adults learn at the speed adults learn — which is, it turns out, exactly the speed enterprises adopt AI.

Sierra de Guadarrama landscape from horseback
§ Interlude — Perspective
Good transformation work requires distance — enough closeness to understand the system, and enough perspective to change it.
07Contact

Building AI into real enterprise systems?

Let's connect. Senior AI transformation and program leadership — remote, global, ideally where the work is real.

BasedMadrid/Sigüenza · ES
LanguagesEN · ES · RU · DE · FR
Working hoursCET / CEST