Adobe on AI: Building the Agentic Workflow for Agencies and Clients

With 25 years in marketing, John is known as a people-first leader and team builder. At AT&T, he's led major Digital Marketing and Social Media initiatives and now oversees advertising for the company's entire business portfolio. Across roles at organizations like Microsoft and a fast-paced Chinese startup, his focus has stayed consistent: using technology to improve customer experience — a philosophy he champions as 'Human-to-Human Marketing.'
John is also adjunct faculty at SMU's Cox School of Business, where he developed a curriculum on personal branding and social marketing for the Latino Leadership Initiative. He has lived and worked across the Americas, Europe, and Asia throughout his career.

That instinct has guided Perry’s work with Adobe Enterprise, where he helped establish the account and championed its evolution from a high-volume production model into a full agency-of-record partnership. It also shaped his path before Critical Mass, when he held account leadership roles at Doner, Deutsch LA, Saatchi & Saatchi, Wieden+Kennedy, and Crispin Porter + Bogusky. Across those roles, he worked with brands including Apple, Netflix, NBCUniversal, Volkswagen, Toyota, and Domino’s. Across all that work, his favorite claim to fame remains leading the team behind the Domino’s Pizza Tracker.

In addition to his role at Critical Mass, Perry serves on the Omnicom Precision Marketing leadership team, helping develop a new agentic operating model in partnership with Adobe. His primary focus is identifying where AI can create real business impact for clients and preparing organizations and teams to capture that value.

Perry is based in Los Angeles, where his interests in aviation, automotive technology, and travel keep him curious well beyond the office.

As the Executive Vice President, Growth & Performance for Critical Mass, Heather leads digital transformation efforts for many of the world's leading brands—including AT&T, Apple and Nike. In her role, she partners with clients to develop powerful experiences for their business across all aspects of the consumer ecosystem. With an emphasis on uncompromising design and groundbreaking innovation, she leads CM teams in identifying new areas of growth across clients as well as new product/service development + strategic positioning.

During her career, she’s partnered with a wide range of consumer brands to craft integrated campaign strategies that resonate with audiences by not only breaking through, but by driving measurable business outcomes – balancing the art of brand and science of performance. Prior to joining Critical Mass, she worked at a number of globally recognized creative agencies, including BBDO, BBH New York, and Mullen, where she led award-winning integrated work for BACARDÍ/Grey Goose, Johnnie Walker, Sharpie, Reebok, and No Kid Hungry.

As part of Omnicom Precision Marketing's integrated activation model, Heather also leads the Performance practice, bringing together media, data, AI and creative engineering to help brands make smarter decisions, move faster and create marketing that continuously learns and improves to deliver measurable business impact.

Aaron Mitchell Finegold is the head of product marketing for Adobe Firefly Enterprise, a suite of generative AI offerings that includes Firefly Services, Firefly Custom Models, and Firefly Creative Production. Previously, Finegold was the Chief Marketing Officer at Kinglsey Gate, a professional services multi-national, where he developed large and small language models. Earlier, he served as a business operations leader at LinkedIn, an associate partner at McKinsey & Company, and a strategy consultant at Ogilvy & Mather Worldwide. He has been published in Harvard Business Review, McKinsey Quarterly, and Thrive Global and holds an MBA from INSEAD.

Elliott Wiener is a content strategy leader with two decades of experience spanning go-to-market strategy, enterprise AI platforms, services-adjacent offerings, and executive alignment. Their background includes enterprise marketing, product marketing, professional services, and startup product incubation, with expertise at the intersection of AI, data, creative technology, and customer experience transformation. At Adobe, they lead the Global Content Strategy team, driving digital event strategy and execution for enterprise customers.