Thor Industries appoints new head of marketing

ELKHART, Ind. — Thor Industries has hired James Rigney to lead all strategic marketing efforts, including brand development, creative, public relations, social and other key digital marketing and innovation initiatives.

In his role, Rigney will report to Robert (Bob) Martin, Thor Industries CEO and president, and is responsible for customer acquisition and loyalty for Thor Industries while also supporting its 17 subsidiaries.

Rigney brings two decades of experience in innovative global marketing strategy and brand development for some of the world’s most recognized brands, including GrubHub, Red Bull, Converse and MTV.

A native of the Pacific Northwest, Rigney is a life-long outdoor enthusiast and enjoys camping, fly fishing, hiking and skiing with his two young children. Rigney has lived overseas extensively, is multilingual, Hispanic and is a self-proclaimed adrenaline seeker.

Some of his favorite experiences come from outdoor exploration, and include off-beat adventures, culture, people and food he’s encountered through extensive travel across South America, Central America, Europe and North America.

“Throughout my career, my passion has always been centered around building brands that bring people together to form communities and create cultural impact. Thor is an incredible organization with a rich history of helping people discover the world around them,” said Rigney.

He added “The industry and the mission of Thor complement my lifestyle and experience. Together, our team will bring people of all ages, backgrounds and cultures closer to nature, family, adventure. Most importantly we are advocates for exploration, individuals, friends and family who want an alternative way to create life-long memories outdoors.”

“James comes to us with an impressive track record,” said Martin. “He has already brought big ideas, invigorating energy and a passionate strategy to our approach to reach customers. We are excited for his creative vision to elevate the Thor Industries brand, enhance our relationships with current customers and usher in the next generation outdoor enthusiasts.”

Rigney holds a bachelor’s degree from Whitman College with concentrations in Politics, Environmental Studies, History, Spanish and Latin American Studies, studied at the University of Buenos Aires, Torcuato di Tella University and completed executive training at The London Business School.

SOURCE: Thor Industries press release


Ronnie Wendt

Ronnie Wendt

Ronnie Wendt has been a writer/editor for more than 25 years, working in law enforcement, aviation, supply chain and the RV industry. She's not a stranger to RVs, however. She grew up camping, and still camps as many weekends as she can every year. She is the owner of In Good Company Communications and can be reached at

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