Beast Industries, the digital media and entertainment enterprise founded by global YouTube creator Jimmy Donaldson, officially appointed Michelle St. Jacques as its first chief marketing officer on October 30, 2026. St. Jacques, who previously served as the president of consumer goods for the company, takes on the newly created C-suite role to unify marketing operations, brand strategy, partner collaborations, and global customer acquisition across the enterprise's commercial properties.
St. Jacques originally joined Beast Industries in February 2026 to lead its consumer goods division, where she was primarily responsible for managing Feastables, Donaldson’s rapidly expanding snack and chocolate brand. Before making her move into the creator economy, St. Jacques amassed extensive experience in traditional corporate brand management, having served as chief marketing officer and chief commercial officer at beverage giant Molson Coors, alongside holding senior executive roles at consumer product leaders such as Kraft Heinz and Unilever.
The creation of the chief marketing officer position represents a pivotal milestone for Beast Industries as chief executive officer Jeffrey Housenbold works to build out the company's executive infrastructure. Donaldson's primary YouTube channel remains the largest on the video-sharing platform, boasting more than 520 million subscribers and accumulating over 140 billion total views through high-budget challenge videos and philanthropic projects. However, Beast Industries has increasingly diversified into broader commercial sectors, including financial technology through its acquisition of the youth-focused mobile banking platform Step, major streaming competition productions, and upcoming ventures into mobile telecom services.
In an internal corporate memorandum communicated to employees, Housenbold emphasized that St. Jacques was selected following an extensive evaluation of internal and external candidates, citing her proven capacity to define brand positioning and drive disciplined execution across complex market environments. Operating out of Chicago, St. Jacques will retain her duties over consumer goods while building out centralized marketing infrastructure designed to serve internal brands and prospective external content partners.
Looking ahead, St. Jacques' expanded remit focuses on establishing a cohesive brand strategy that aligns all corporate initiatives under a unified vision. By formalizing its senior executive tier and centralizing marketing operations, Beast Industries seeks to enhance its e-commerce capabilities, broaden retail distribution for Feastables across international markets, and build a lasting entertainment ecosystem that operates alongside Donaldson's record-setting digital media output.
