The company’s top marketer position has been vacant for the past five months following the departure of head of global marketing, Jason White, who departed for cannabis startup Cura.
Thorne will oversee the brand’s global marketing across all channels, with a remit to grow sales by driving customer acquisition and strengthening customer engagement and loyalty. In a statement, the company said ‘diverse pop cultural experiences’ would be key to Thorne’s shaping of the company’s brand identity.
The marketer will report into the brand’s president, Luke Wood.
He most recently served at healthcare startup Forward as its chief growth officer. He previously served as EA’s global vice president of marketing, media and mobile, before moving to head up marketing at The Honest Company, Jessica Alba’s natural CPG brand.
Wood said: “In his career, Chris has shouldered an extensive roster of brands that amplify his invaluable experience in marketing, business management, brand growth and creative development.
"I’m thrilled we have found a marketing leader who will continue to drive Beats as an industry changemaker and look forward to working closely with him."
Thorne added: “I admire everything that Beats has accomplished over the past 11 years. The brand continues to dominate cultural conversation, and I’m excited to join the team and contribute to its successes.”
The appointment comes as the chief marketing officer role fluxes in and out of popularity within big brands. Friday saw Johnson & Johnson scrap the title, meanwhile Lyft is currently splitting the top duties between its vice-president of marketing operations and vice-president of brand as Joy Howard “transitions” out of the business.
Uber is going through a similar restructure following the early departure of Rebecca Messina.