NEW YORK — Edelman has elevated design leader Taj Reid to global chief experience officer.

In the newly created role, Reid will be a driving force in the creation and use of creative technology and experience design throughout Edelman’s network. He will report to global digital chair Tristian Roy.

Reid has been part of Edelman’s design team for the last two years, most recently as creative director & US head of connected experiences. During that time, he has been building Edelman’s design and creative technology practice from the ground up.

Before joining Edelman, Reid led the creative team at Microsoft that launched the HoloLens and other digital products like Remix 3D, Paint 3D, Office, Mixed Reality Viewer for Windows.

Reid’s appointment is the latest in a string of moves by Edelman to further its own digital-first transformation. Other notable hires include Nicole Ogoff, who joined as managing director and head of connected stories from T Brand Studio; Facebook’s Jim Haight, who leads production in the US; and R/GA’s Pam Scheideler.