CBS has hired Orlena Yeung, the former Microsoft executive responsible for developing the Xbox brand globally, as the first chief marketer at music service Last.fm.

Yeung, who spent five years at Microsoft developing the Xbox brand from a new product to a major player in the games console market, has been hired to do a similar job boosting the profile of Last.fm in the US market.

After leaving Microsoft in 2006, Yeung subsequently worked at agencies JDK Design and Fahrenheit 212.

"Last.fm's tremendous growth over the past few months makes her arrival perfectly times as we look to build our already significant user base," said Felix Miller, Last.fm co-founder.

Yeung, who takes the official title of vice-president of marketing, will also work closely with Patrick Keane, executive vice-president and chief marketing officer at CBS Interactive, to tap into resources provided by parent company CBS.

CBS acquired the UK company in May last year for $280m (£140m).

Last.fm has in recent months been raiding successful technology rivals including Amazon, AOL, Google, Skype and Apple to build its operation in the US.

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