Adriana Rubio Joins Code and Theory Network to Lead Enterprise Experience Transformation

Code and Theory Network has announced the appointment of Adriana Rubio as Managing Director of its groundbreaking Enterprise Experience Transformation (EXT) practice. This strategic initiative will solve a critically overlooked market challenge: the siloed consulting ecosystem — leaving businesses dangerously unprepared for AI disruption.

Rubio, who built the world’s largest Adobe practice during her tenure at Accenture, joins the only network with a balanced 50% creative and 50% engineering workforce — a unique composition designed to break down traditional barriers between strategy, technology and creative disciplines.

"The consulting world has fractured itself to mirror clients’ org structure, leaving companies unable to fully realise the promise these consultants, SIs and agencies offer," said Cory Haldeman, chief transformation officer at Code and Theory. "EXT is our answer — unifying strategic insight, creative systems and technical excellence into a single powerful language. Adriana's indisputable expertise at building successful programs makes her the ideal leader to transform how we can better position our teams as true growth engines."

EXT reimagines consulting for the AI age by fusing strategy, technology and creativity where traditional approaches fragment. The practice will debut at Adobe Summit, demonstrating how Creative Intelligence meets Artificial Intelligence through an immersive activation featuring the fictional Las Vegas Desert Wolves sports team.

"We're at a pivotal moment where the traditional separation between strategy, creative and technology is actively preventing organisations from realising the transformative potential of AI," said Rubio. "EXT breaks down these silos to deliver what personalisation and digital transformation have long promised but rarely delivered — turning Adobe technology from a complex investment into a powerful growth driver."

This appointment strengthens Code and Theory's Adobe expertise, following the recent addition of Gopal Agarwal as Adobe Delivery Practice Lead, India, who brings eight years of experience across the Adobe Marketing Cloud ecosystem from IBM.

The EXT practice launch comes after the network was named Ad Age's B2B Agency of the Year, further solidifying its position as the premier global digital transformation partner where CMOs, CTOs and CIOs come together to drive measurable business impact.