MrBeast is on the hunt for his first global CMO as his company looks to round out its executive suite.
The world’s biggest YouTuber, whose real name is Jimmy Donaldson, has been on a hiring spree lately, staffing up across brand partnerships, consumer products, and studio operations. Big hires have included NBCUniversal vet Corie Henson, who leads the studio division, and TikTok alum Beau Avril, who heads brand partnerships.
These moves reflect Beast Industries’ growing ambitions, as it expands far beyond Donaldson’s YouTube channel and seeks to become a Disney-style entertainment giant.
Along with Feastables, his snack company, Donaldson recently expanded into financial services with the acquisition of the app Step, and has plotted a mobile phone service.
He’s also laying the groundwork to expand into ad and marketing services for brands, as well as services for other independent content creators like himself.
The CMO will have a wide remit, a person familiar with the search told Business Insider.
They’ll step into a role overseeing a brand that’s trying to become less reliant on its famous founder. It’ll also require someone who can do everything from getting people to theatrical releases — Donaldson is lending his voice to “Angry Birds Movie 3,” which is scheduled for a December release — to selling snacks and toys in stores, or pitching them on phone plans and checking accounts.
The person familiar with the search emphasized that the company is seeking a top marketer who’s above all a businessperson, with a record of delivering results.
The person said the CMO role will report directly to Jeff Housenbold, who became CEO of Beast Industries in September and has been leading the charge to button up the company financially as it plans for an eventual IPO.
Housenbold, who brings experience at Shutterfly and SoftBank, is leading the search with chief people officer Tia Silas and hopes to fill the role within six months.
In recent months, Beast Industries has struck broad partnerships with blue-chip giants that reflect its growing marketing ambitions.
A Starbucks collaboration included sponsoring “Beast Games” season 2, providing round-the-clock access to Starbucks food and drink for contestants of the reality competition series, and creating a limited-time special “Cannon Ball Drink.” Donaldson also lent his image and young-audience appeal to help Salesforce create a Super Bowl spot.
A ‘dream job’ with unique challenges
“This is a CMO’s dream job,” a MrBeast spokesperson said. “It’s a chance to work with one of the world’s most talented entrepreneurs and creators, alongside a seasoned CEO and executive team who have grown massive consumer businesses and taken companies public.”
Filling the role presents some special challenges. On one hand, candidates could be drawn to the chance to help YouTube’s top creator, with over 477 million subscribers, reach new heights. On the other hand, candidates with big-company experience may have to get used to smaller budgets and a nimble, creator-led culture. If it requires a move to the home base in Greenville, NC, where many of MrBeast’s employees work, that may be a dealbreaker for some.
“No matter how you slice it, this is still an early-stage business that’s growing rapidly,” said John McCarus, a recruiter focused on the creator economy. “There’s going to be chaos and resource challenges and significant expectations, so you have to be entrepreneurial and use unconventional tactics to increase awareness and bring in new customers who aren’t watching the Beast main channel.”
In January, Beast Industries, which was previously valued at around $5 billion, announced it raised $200 million in new funding from the ethereum holding company Bitmine Immersion Technologies.
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