MrBeast’s company names its first CMO, and she comes from Feastables
Beast Industries promoted consumer goods president Michelle St. Jacques to chief marketing officer while she keeps running Feastables, per a CEO memo.
The tea in 3
- Beast Industries promoted Michelle St. Jacques, president of consumer goods, to its first chief marketing officer, Business Insider reported Oct. 30.
- She keeps overseeing Feastables and adds marketing for the whole company, including defining the MrBeast brand and the viral marketing team.
- CEO Jeff Housenbold's memo says the company considered outside candidates and sees room to push e-commerce and performance marketing.
MrBeast’s company has named its first chief marketing officer, and she’s already inside the building. Beast Industries promoted Michelle St. Jacques, its president of consumer goods, to the new role, Business Insider reported Oct. 30.
She keeps her current job, which includes overseeing Feastables, MrBeast’s snack and candy company, and adds marketing for the whole holding company. She is based in Chicago.
What the memo says
Beast Industries CEO Jeff Housenbold told staff in a memo, viewed by Business Insider, that the company looked at outside candidates and decided St. Jacques was the best person for the job.
She has served as both CMO and Chief Commercial Officer and built iconic consumer brands like Dove, Heinz, Miller Lite, and Coors Light.— Jeff Housenbold, in a memo to staff, via Business Insider
According to the memo, her remit is to:
- Define the MrBeast brand and make sure everything the company does ladders up to the same positioning
- Lead marketing for MrBeast and partner brands
- Oversee the viral marketing team
Housenbold also wrote that he sees an opportunity to lean into e-commerce and performance marketing to drive customer acquisition and retention.
Where she came from
St. Jacques became president of consumer goods in February. Business Insider reports she joined after a slowdown in Feastables’ growth, and that Beast Industries started its CMO search earlier this year.
Why it matters
MrBeast’s main channel has more than 524 million subscribers, but the company wants to be a Disney-style entertainment giant, according to Business Insider. It has been moving well beyond that channel. Business Insider notes the Step finance app acquisition and a planned mobile phone service. It also says the company is laying groundwork for ad and marketing services for brands and other creators, and has teased a membership program.
Business Insider says the role has to cover everything from getting people to theatrical releases to selling snacks and toys in stores, or pitching fans on phone plans and financial products. Jimmy Donaldson lent his voice to “Angry Birds Movie 3,” due in December.
Business Insider also describes the brand as one that is looking to lessen its reliance on its famous founder. A CMO whose job is to define the MrBeast brand and keep it consistent across all of that fits the pitch.
What happens next
The coverage so far doesn’t include a timeline for changes. The e-commerce push and the Feastables numbers are the things to watch, since her consumer goods job is still hers too.
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