Beast Industries names Michelle St. Jacques its first-ever CMO

Beast Industries has promoted Michelle St. Jacques to Chief Marketing Officer, making her the first person to hold the role at the company built around YouTube creator Jimmy Donaldson, better known as MrBeast. Business Insider reported the appointment first. CEO Jeff Housenbold announced it to employees in an internal memo.

The timing is tidy. St. Jacques only joined in February 2026 as President of Consumer Goods, and now she runs marketing for the whole operation. She keeps her consumer-goods remit, including the snack brand Feastables, while adding brand positioning, partnerships and customer acquisition across the company.

That's a wide portfolio for a company whose founder holds the biggest audience on YouTube. MrBeast's main channel counts more than 520 million subscribers — the most of any creator on the platform.

What does Beast Industries actually sell?

The company runs the commercial ventures orbiting MrBeast's audience, spanning consumer products, entertainment and financial services.

• Feastables — the chocolate and snack brand, launched in 2022
• Beast Games — a competition series produced for Amazon Prime Video
• Step — a fintech app for teenagers and young adults, acquired in February 2026

Chocolate, streaming television and teenage banking under one marketing roof. Unusual, certainly. Boring, no.

Who is Michelle St. Jacques?

Her résumé reads like a tour of legacy CPG, which is precisely the experience a creator-economy conglomerate tends to lack.

Before Beast Industries, she worked at Molson Coors. She arrived there as CMO in 2019 and became Chief Commercial Officer in 2023. Earlier, she held senior marketing roles at Kraft Heinz, where she led brand building for brands including Heinz and Kraft Mac & Cheese. She began her career in sales and marketing roles at Unilever and SC Johnson.

Across that career she has worked with consumer brands including Dove, Heinz, Miller Lite and Coors Light.

Why does the move matter for marketing leaders?

The decision itself is the signal. A creator-led business that began by selling chocolate bars to subscribers has decided, nine months after hiring a big-brand operator, that it needs a central marketing chief.

St. Jacques now carries two jobs at once: running the consumer-goods P&L and positioning a brand portfolio that stretches from candy to fintech. Most CMOs struggle to unify one category.

She has the credentials. The open question is whether classic CPG brand-building translates to a business where the founder's 520-million-subscriber channel is the primary media asset. We'll know soon enough.