The biggest content creator is looking out for one of the biggest roles in the creator economy: scaling a multibillion-dollar franchise.
Jimmy Donaldson, famously known as MrBeast, is building his empire fast, with Beast Industries ramping up hiring and launching a global search for a chief marketing officer as it looks to evolve beyond YouTube.
The world’s biggest YouTuber has been building out teams across brand partnerships, consumer products and studio operations, signalling ambitions to become a full-scale entertainment and consumer business.
Recent senior hires include Corie Henson, formerly of NBCUniversal, who now leads the studio division, and Beau Avril, an ex-TikTok executive now heading brand partnerships.
From bedroom to building a legacy
Fabulate’s Nathan Powell, Chief Product and Strategy Officer, said the move signals a defining moment for the creator economy.
“This is a pretty defining moment for the creator economy. What started in bedrooms is now producing content businesses beating legacy media on reach, engagement and profitability.”
Powell added that creators aren’t talent anymore, they’re publishers:
“They own distribution, control attention, and monetise it faster than traditional media ever could.”
Collapsing the funnel
Powell said creators are rewriting the rules of marketing.
“Creators are collapsing the funnel. They can build awareness, trust and drive purchase all within their own ecosystem, something traditional marketing was never designed to do.”
He added that MrBeast’s CMO search marks a shift from creator-to-company.
“MrBeast bringing in a CMO signals a shift that this is no longer just about content, it’s about building a serious commercial machine.”
Powell said content is only the starting point.
“They’re not just thinking about marketing campaigns; they’re thinking about packaging, retail distribution, pricing, supply chain, and how the product shows up at every customer touchpoint.”
Australia catching up
While Donaldson remains an outlier, Powell said the model is already taking hold locally.
“There are very few MrBeasts, but the model is what matters. It’s not audience size, it’s the strength of the relationship that drives real-world outcomes.”
“In Australia, we’re already seeing creators move in this direction. Launching brands is becoming common, but the real opportunity is building something that lasts beyond the individual.”
Powell concluded that “the shift from creator to company” is happening faster than the industry expected.
The planned CMO hire will oversee a rapidly diversifying brand, with responsibilities spanning entertainment, retail and services.
The role will include everything from supporting theatrical releases, including Donaldson’s involvement in Angry Birds Movie 3, to driving growth across snacks, toys, telecom and financial products.
A ‘dream job’ with pressure
A spokesperson described the role as a major opportunity, but one that comes with high expectations.
“This is a CMO’s dream job… a chance to work with one of the world’s most talented creators alongside a seasoned executive team,” they said.
Main image: MrBeast