Pitch was founded in 2000 and offers instant messaging, photo and video uploads, as well as other mobile content, which includes ringtones and games. Users agree to receive mobile advertising in return for free access to the service. In his new role, Bowley will report to the Pitch group chief executive, Lourens de Beer.
Since he left Carlton's sales operation in late 2003, following its merger with Granada Enterprises, Bowley has been involved in several ventures, including a stint with Northern & Shell working on its plans to launch OK! in the US. He also co-launched a content venture with Miles Calcraft Briginshaw Duffy called Amplified, before moving to the recruitment company Kendall Tarrant to set up a media practice.
Bowley said: "This is a great time to join Pitch. The business is growing globally, has a track record in creating successful mobile business models and is perfectly positioned to capitalise on the growing interest in the mobile phone as a marketing channel."De Beer said: "To attract someone with such experience is a testament to our vision for the business and the potential of mobile to become an established media channel."