Beast Industries appoints Michelle St. Jacques as Chief Marketing Officer

Beast Industries has promoted Michelle St. Jacques to serve as its first Chief Marketing Officer (CMO). St. Jacques, who has led the company’s consumer goods division since February, will continue to oversee the snack and confectionery brand Feastables while expanding her responsibilities to include brand positioning, partnerships, and customer acquisition for the entire company.

Based in Chicago, St. Jacques will lead marketing efforts for the MrBeast brand and its various business ventures. CEO Jeff Housenbold announced the promotion in an internal memo, noting that the company considered external candidates before deciding to promote from within. Housenbold cited her ability to set clear strategies and her previous experience managing major consumer brands such as Dove, Heinz, Miller Lite, and Coors Light.

The appointment aligns with Beast Industries’ goal to expand beyond Jimmy Donaldson’s YouTube presence to become a broader entertainment and consumer goods entity. The new role will focus on defining a consistent brand identity and leveraging e-commerce and performance marketing to drive growth.