Iterable is entering a new chapter—and it’s making a bold leadership move to match.

The AI-powered customer communication platform today announced the appointment of Sam Allen as its new Chief Executive Officer, effective August 1, 2025. Allen, a former Salesforce executive with deep enterprise experience, will also join Iterable’s Board of Directors as the company shifts its focus toward scaling globally, expanding enterprise reach, and accelerating AI innovation.

Founder and current CEO Andrew Boni will transition to the role of Chief Scientist, where he’ll double down on advancing Iterable’s product vision and AI roadmap—including the development of Iterable Nova, the company’s newly unveiled AI agent.

“Iterable’s AI is fundamentally reshaping how brands connect with customers,” said Allen. “This is a defining moment for marketing, and I’m honored to lead the company into its next phase of growth.”

The Salesforce Effect

Allen brings heavyweight credentials to the table. During more than a decade at Salesforce, he served as Executive Vice President and Global Chief Pipeline Officer, where he was instrumental in generating tens of billions of dollars in revenue pipeline, leading high-growth business units, and integrating over 20 strategic acquisitions.

In short, he knows how to scale—and fast.

His arrival signals a clear intention: Iterable is going big on enterprise, and it’s betting that Allen’s operational expertise and global track record will help it compete with giants like Salesforce Marketing Cloud, Adobe Experience Platform, and Braze in the upper echelons of martech.

Boni’s New Role: Chief Scientist, Product Visionary

As Allen takes the operational reins, Boni is turning his attention to the future of the product itself. His new role as Chief Scientist allows him to focus full-time on Iterable Nova, the company’s AI assistant designed to drive more autonomous, personalized, and efficient customer engagement.

“Bringing Sam in allows us to move faster operationally,” said Boni. “It sets Iterable up for long-term success while allowing me to concentrate fully on our product and AI innovation.”

This division of responsibilities mirrors a model used by other high-growth tech firms—splitting the business and technical leadership to optimize for both scale and speed of innovation.

Enterprise Growth, Global Footprint

Allen’s appointment comes at a time of serious momentum for Iterable. The platform now supports 1,200+ brands across 50+ countries, with an expanding international presence that includes an R&D hub in Lisbon, opened in 2024.

Following its milestone of $200M in Annual Recurring Revenue (ARR), Iterable has continued to gain recognition on platforms like G2 and TrustRadius, and is becoming a go-to for enterprise organizations seeking AI-powered personalization with real-time agility.

Why It Matters

Iterable’s leadership shakeup reflects a broader shift in the martech landscape. As marketing becomes increasingly AI-native, platforms must not only process data—they must act on it, intelligently and instantly.

Allen’s enterprise chops paired with Boni’s product vision could position Iterable to become a category leader in AI-driven customer engagement at scale.

“This pairing brings the best of both worlds,” said Stephanie Buscemi, Iterable board member and CMO at Confluent. “Sam brings the enterprise leadership; Andrew brings unmatched product insight.”

Iterable’s next chapter isn’t just about new leadership—it’s about ambition. With Allen steering global growth and Boni laser-focused on AI innovation, Iterable is making a serious bid to own the future of customer engagement.

Get in touch with our MarTech Experts.