Geometry Global, the brand activation agency, has announced the appointment of Fadi Shuman as its new global chief digital officer.

Shuman joins from e-commerce specialist BORN, which he co-founded, and where he operated as chief creative and commerce officer, expanding the business across North America, Europe and APAC.

A serial entrepreneur, Shuman also previously founded New York and London-based e-commerce business POD1, and co-founded extreme sports platform kamikazevideos.com.

In his new role, he will report to Geometry’s global CEO Steve Harding.

“[Shuman] is a true digital evangelist with a strong entrepreneurial background. Sitting at the intersection of brand, content and commerce, he understands how and why people shop online,” said Harding.

“Geometry is focused on transforming brand equity into action and [he] brings a perfect blend of vision and know-how to the table to ensure that our programs inspire and engage people online.”

Shuman added: “I’m delighted to be joining an agency that is deeply immersed in improving how people shop. The challenge for me is to define the optimum digital infrastructure and tools needed to create the ultimate customer experience from trigger to purchase.”

Earlier this year, Geometry hired Google’s Luise Hübbe has its new chief digital officer for the EMEA region.