Critical Mass Welcomes 2 Senior Hires and Promotes One

By Erik Oster 

Global digital experience design agency Critical Mass welcomed two senior hires to its New York office. Pedro Laboy joins the agency in the newly-created role of chief data innovation officer and Steve Susi arrives as executive creative director. The agency also promoted Sara Anhorn to the new role of senior vice president, talent.

“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,” Critical Mass CEO Diane Wilkins said in a statement. “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.”

Susi rejoins Critical Mass from Amazon, where he spent nearly six years as executive creative director, U.K. and international, following a little over a year as a creative director for American Express. During his first stint at Critical Mass he spent four and a half years as a creative director, leading digital creative.

“I’m honored to have Steve come on board again in our New York office,” Critical Mass president Chris Gokiert said in a statement. “As Amazon continues to exert its increasingly powerful influence over the global economy, including as an advertising platform, Steve’s experience and long-standing relationship will serve as a powerful asset for us. What’s more, all of our teams and clients across the board will benefit from his multifaceted creative leadership.”

Laboy joins Critical Mass from MRM//McCann, where he spent the past three years as executive vice president, marketing transformation and analytics. Prior to that he spent three years as president for MDC Partners’ data-driven digital marketing and communications agency Attention and a year as chief strategy officer for social analytics platform Tracx.

“I am excited to be joining such an industry-leading organization known for exceptional customer experience design,” Laboy said in a statement. “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.”

Anhorn is an agency veteran of over 15 years and spent the past two and a half serving as vice president, project management. Prior to that she spent six years as vice president, operations for Critical Mass’ Calgary office. She originally joined the Calgary office as a senior project manager in 2000.

“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,” Anhorn said in a statement.