Willow Allen – Senior Marketing Operations Leader

Freelance Marketing Operations Consultant Available

Independent · Sebastian, FL

July 2022 – Present

Delivering marketing operations consulting with hands-on ownership of automation strategy, system audits, and integration projects for clients across SaaS and B2B verticals.
Strengthened expertise in stakeholder communication, project prioritization under pressure, and adaptive problem-solving — skills that translate directly to high-stakes ops environments.
Maintained deep familiarity with the evolving MarTech landscape including Marketo, Salesforce, and emerging tools in the automation and data ecosystem.

Senior Marketing Operations Manager

MURAL · San Francisco, CA

Oct 2021 – Jul 2022

Responsible for the migration and decision to move from Intercom-to-Pendo. Partnered with customer service and marketing teams to gather requirements and ensure smooth data flow and transition.
Key person for Pendo for targeted in-app messaging. Ran education campaigns and provided strategic guidance for improved campaign performance.
Facilitated a rapid overhaul of the welcome email nurture by the direction of our CEO and campaigns team. This was our most viewed nurture.
Worked with engineering to remap, rename, fix, and create new data fields that mapped into SFDC. This process was to update what and how data was stored from the application and brought into SFDC for teams to use through integrated systems. For example, cleaning up the product name field to remove plan types that were no longer active. This was my largest project while at MURAL.

Marketing Automation Manager

Smartsheet · Bellevue, WA

Mar 2020 – Oct 2021

Field management, consent management, and GDPR process owner with partnerships with Legal and Sales Ops.
Primary partner for SFDC data architecture solutions that integrate with downstream systems. Examples include, GDPR process, user sync rules, switch to service cloud for the support team, and more.
Responsible for vetting new software solutions prior to company purchase. I reviewed: integration capabilities, use case being met, and identify benefits to downstream stakeholders for Gainsight, On24, Pendo, Ketch and more.
Established and maintained partnerships with sales, legal, sales ops, integrated marketing, APAC marketing, product marketing – user groups and webinars. Acted as the go-to on our team for these partners.
Built SFDC reports for sales, product marketing, marketing automation, and events teams regularly.
Marketo Sales Insight (interesting moments) owner that maintains software upgrades, creates training documentation, and answers questions.
Daily troubleshoot and resolve instance and integration issues.
Owner of weekly office hours which is meant to inform and educate the members of our team and others.

President's Club

Smartsheet · Spring 2021

Marketing Automation Senior Specialist

Smartsheet · Bellevue, WA

Aug 2018 – Mar 2020

Worked within a database of >12 million subscribers.
Owner of 4 customer lifecycle nurtures, entailing +40 scripts, +50 emails.
Responsible for Marketo integrations of On24, Zoom, GoToWebinar, Facebook, LinkedIn.
Built Drupal landing pages for content downloads with Marketo integated forms.
Cleaned customer data lists with Vlookup and Pivot tables regularly.
Streamlined processes and expanding Confluence documentation.
Played a central role in onboarding new team members.

Project Manager & Technical Expert, Marketo Integration & Data Migration

Community Brands · St. Petersburg, FL

Feb 2018 – Aug 2018

Project Lead for marketing integration of primary revenue-driver brands following acquisition by Community Brands.
Migrated marketing processes from Hubspot, Eloqua, and Pardot systems to Marketo.
Responsible for the email marketing capacity of Aptify, Configio, Abila, YourMembership, Nimble AMS, and others.
Created over 75 pages of written documentation and 15 video tutorials for our learning management system.
Trained 5 new Marketo specialists and 25 marketers on how to efficiently interface with Marketo.
Worked with marketing teams from 6 brands to develop database schema, MQL funnels, and user flows.

Marketing Automation Specialist & Salesforce Admin

TrustRadius · Austin, TX

Aug 2015 – Jan 2018

Marketo Campaign manager for all 100+ international B2C programs for Customer Success team.
Created new campaigns which boosted site wide engagement by 20%.
Transitioned ESP from Jangomail to Marketo.
SFDC Database management with MS Access, Email Validator, and Cloudingo.
Email template creation with HTML and Velocity scripts.
Managed a team of 12 (1 local, 11 overseas).

Willow (Sablick) Allen