As it strengthens its team, Beats by Dr. Dre has suggested a new top marketer. Chris Thorne, a veteran actor with stints at the Honest Co. and healthcare company Forward, joined the brand owned by Apple as the Chief Marketing Officer on Monday.
Beats President Luke Wood said that Thorne will continue to drive Beats as an industry changemaker. Thorne takes the role of CMO after the departure of Jason White, Former EVP of Beats and global head of marketing. Thorne would report to Luke Wood, the president of Beats, and will also oversee global marketing efforts including various integrated marketing campaigns across all channels and will also look into promoting the Beats brand through pop cultural experiences.
“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,” said Wood in announcing Thorne’s hire. “With our highest-quality product portfolio to date, our team continues to grow rapidly across the globe.”
Thorne’s appointment as the new CMO signals a renewed focus on Beats’ internal marketing department, which was acquired for $3 billion by Apple in 2014. Beats most recently tapped the Zambezi, Los Angeles for its project. AKQA is also on its roster, as are Haworth Marketing and Media for media and strategy. In a statement, Thorne said, “Beats not only sits at the cross-cultural intersection of music, technology, and sports, but it has defined the niche as a category in such a short time.”
Beats was founded in 2006 by Dr. Dre and Jimmy Iovine and also launched with a line of premium consumer earphones and headphones. Apple also completed a $3 billion acquisition of Beats in July 2014. And this summer, Beats is all set to start shipping Powerbeats Pro, Apple’s first totally wireless Beats earphones, with a list price of $250.