Supply chain software vendor project44 has hired Mike Reed, a former top executive at third-party logistics (3PL) provider Echo Global Logistics Inc., in an effort to expand its transportation data visibility platform into the complex truckload, intermodal, and rail segments, the company said today.

In his position as chief strategy officer—a newly created title at the company—Reed will be charged with leading the company's efforts to expand market share for its quote-to-invoice automation platform, according to the firm. Chicago-based project44's software automates the flow of data among shippers, carriers, and third-party logistics providers by allowing customers to get data directly through application programming interfaces (APIs) instead of relying on third-party interfaces such as electronic data interchange (EDI).

Reed had held multiple technology roles within Echo Global Logistics since joining in 2007, including senior vice president, director of product management, and chief technology officer. That background in technology development, product management, and business process redesign will help him increase the speed at which project44 translates its technology into new modes, the company said.

"In order to compete in today's Amazon-driven market, logistics and transportation executives are rethinking their growth strategies and are turning to automation to fast-track their ability to innovate and enhance the customer experience," project44 CEO and founder Jett McCandless said in a release. "With experience guiding technology investments at one of the most progressive logistics providers in our industry, Mike brings with him a unique market view that accelerates how project44 will meet not only the current, but also the future demands of our customer base."

Reed's hiring makes him the latest high-profile supply chain executive to join the technology firm, following C. Thomas Barnes, who became president of Project44 in 2015 after serving as president of less-than-truckload (LTL) services at freight broker Coyote Logistics LLC.

Project44 has been growing quickly since landing $10.5 million in venture capital funding in 2016, expanding its freight connectivity solution beyond the LTL market to include full truckload and volume less-than-truckload (LTL) shipments in 2017.

"Today, there are few barriers to entry in the logistics technology market, but building a secure, one-to-many network business is very difficult," Reed said in a statement. "Not only was project44 the pioneering voice of modern connectivity in this industry, but over the past 15-months [it has] emerged as the undeniable leader in automation and visibility."