MrBeast's company has promoted Michelle St. Jacques to chief marketing officer, her first time in the role. St. Jacques previously led Feastables, MrBeast's snack and candy company, since February. She will now oversee marketing for Beast Industries, the holding company, while continuing to run consumer goods. She is based in Chicago.
Beast Industries CEO Jeff Housenbold said the company considered external candidates but chose St. Jacques as the best fit. "In her time at Beast, MSJ has shown she can set clear strategy and deliver strong execution for our products and partners," Housenbold wrote in a memo. St. Jacques previously built consumer brands including Dove, Heinz, Miller Lite, and Coors Light.
Her duties include defining the MrBeast brand across all company ventures, leading marketing for MrBeast and partner brands, and overseeing the viral marketing team. Housenbold noted an opportunity to lean into e-commerce and performance marketing to drive customer acquisition and retention.
The role spans MrBeast's diverse portfolio. The company has moved into financial services through the Step app acquisition and planned a mobile phone service. It is also expanding into theatrical releases, including voice work by founder Jimmy Donaldson in "Angry Birds Movie 3," scheduled for December. Beast Industries has teased a membership program and is laying groundwork for ad and marketing services for other brands and independent creators.