The appointment will bring RSPB’s marketing and communications directorates together into a newly created fundraising and communications directorate.
Mike Clarke, the RSPB’s CEO, said: ‘I’m delighted that Beth will be leading our fundraising and communications work. She has an outstanding record of creativity and innovation, particularly in digital media. We urgently need to build popular and political support for saving our threatened wildlife and the special places it depends on.'
He added: ‘Together with our partners across the environment sector, we need to inspire many more people about the value and beauty of nature, if our children and grandchildren are to care about the future of the planet. Beth is the ideal person to lead the RSPB’s part in this and I look forward to working with her.’
Of the RSPB, Thoren said: ‘It has a bold and ambitious strategy to reconnect people with the wonder and importance of wildlife and the environment, and a strong desire to make the most of today’s fast-paced communications channels.’
In her role at Digital UK, Thoren devised and led the nationwide communications campaign for the UK’s switchover to digital TV.
She was previously the BBC’s Head of Digital Marketing, having first worked in marketing and brand development roles within the retail and entertainment sectors. Beth grew up in Tokyo and did her first degree in engineering, followed by a Masters in Business Administration from Harvard Business School.