Critical Mass appoints first-ever chief data innovation officer and senior vice president, talent

Critical Mass hired Pedro Laboy and Sara Anhorn to chief data innovation officer and senior vice president, talent, respectively / Critical Mass

Digital experience design agency Critical Mass announced Pedro Laboy as its first-ever chief data innovation officer and Sara Anhorn as its first senior vice president of talent.

According to a statement, Laboy will be a member of the Omnicom agency’s global executive team, and is tasked to “elevate and fortify the agency’s marketing sciences division, helping clients navigate the increasingly complex landscape at the intersection of data and technology.”

Laboy previously worked at MRM/McCann as their was executive vice president for marketing transformation and performance for MRM/McCann. He also held various senior positions at Tracx, a marketing analytics platform; Attention; and G2 Worldwide. In his 20-year career, he has worked with top global brands, including Mastercard, Mattel, L’Oreal, Kraft, HBO, Expedia, Nestle, Cigna, Logitech, Caterpillar, USPS and Dell.

Anhorn was elevated from her role of vice president, project delivery and has responsibility over overseeing HR, recruiting and internal communications across the agency’s 12 offices worldwide. Critical Mass said she and her team will be responsible for “crafting, preserving, and enhancing an employee experience that upholds Critical Mass’ vision, values, and culture.”

Both Laboy and Anhorn will report to chief executive officer Dianne Wilkins. “Critical Mass has been a digital agency since our inception, and we have continued to evolve ourselves and our services at the speed of digital,” said Wilkins. ”Adding data innovation leadership to our already thriving marketing science capability tees us up to help clients navigate the data transformation landscape and develop more comprehensive pictures of the end customers we all serve. I’m honored to have Pedro join our team to help make that happen.”

Laboy added, "I am excited to be joining such an industry-leading organization known for exceptional customer experience design. I look forward to working with Critical Mass’ amazing team to support our clients with data-driven innovation, integrated data technology solutions, and partnerships that deliver superb customer experiences and drive business results."

Said Anhorn on her new role: “My experience within project delivery and global business operations divisions has given me an appreciation and deep understanding of how we work, what matters to our employees, and what trends are going to shape the employee experience in the future.”

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