Magic Leap has appointed Ross Rosenberg, an experienced technology executive, its new chief executive officer. Rosenberg will succeed Peggy Johnson, who is stepping down as the company completes its pivot to the enterprise and moves toward expanding commercial adoption of its augmented reality (AR) platform technology.

According to the company, Rosenberg is a seasoned operating, strategy, and marketing executive with extensive experience in executing transformational growth strategies in enterprise and industrial technology companies, such as Bain Capital (software portfolio), Danaher, First Solar, and Belden. In these leadership roles, he led the launch, development, and acquisition of new technologies, products, and services that drive innovation velocity, productivity, and insight for customers in their most mission-critical use cases, says Magic Leap.

With the enterprise augmented reality market beginning to coalesce around a core set of use cases and verticals, Rosenberg will focus the next phase of Magic Leap’s evolution around solving for the needs and challenges of its target customers.

“As companies begin to see true ROI from deploying AR technologies, there is now a clear need state that Magic Leap is capable of solving for,” said Rosenberg. “I am incredibly excited to begin working with the world class team at Magic Leap and want to thank Peggy for her leadership in guiding the company through a critical phase of its development.”

Johnson assumed the role of CEO in August 2020 with a mission to bring Magic Leap’s transformative technology to the enterprise, with a focus on designing, manufacturing, and launching Magic Leap 2.

In her time at Magic Leap, Johnson—with the help of the company’s executive leadership and employees—has positioned the company for its next phase including stabilizing the company, launching Magic Leap 2, and establishing Magic Leap as a technology leader in enterprise AR. As a result, Magic Leap has secured collaborations with some of the biggest players in technology including NVIDIA, AMD, and Cisco, as well as licensing and contract manufacturing agreements with large technology companies.

“Having accomplished so much of what I set out to do at Magic Leap, I felt the time had come to transition leadership to a new CEO who can guide the company through its next period of growth,” explained Johnson. “I’m incredibly proud of the leadership team we’ve built at Magic Leap and want to sincerely thank all of the employees for their work in helping to successfully reorient the company to the enterprise market.”