Roblox Appoints Jerret West as CMO and Head of Market Expansion

by Frank McDougall
in Action, News, XBOX
on 18 June 2024

Roblox, the popular online platform, has announced the hiring of Jerret West as its new Chief Marketing Officer (CMO) and Head of Market Expansion. West, formerly with Xbox, will join Roblox’s leadership team on July 1, reporting directly to CEO David Baszucki. In his new role, West will be responsible for overseeing Roblox’s marketing, creative, international, and growth marketing teams.

The appointment of West comes as Roblox divides its chief marketing and communications officer role. Barbara Messing, the previous holder of the position, left in November 2023, and Desiree Fish, who has been leading communications and marketing during the CMO search, will now assume the role of Chief Communications Officer.

In recent months, Roblox has been focused on expanding its advertising capabilities. The platform introduced in-game video ads and enabled programmatic media buying through PubMatic. Additionally, the company partnered with Walmart to allow players to purchase physical products within the platform.

While Roblox reported a net loss of approximately $271 million in Q1 2024, the platform saw a 17% year-over-year increase in average daily active users to 77.7 million.

Prior to joining Roblox, West served as CMO at Xbox, where he developed marketing strategies for games, hardware, and services such as Game Pass and the launch of the Xbox Series S/X consoles. His last day at Xbox will be on June 30.

Roblox’s appointment of West follows a series of changes within Microsoft’s gaming division. Kirsten Ward, Vice President of Xbox integrated marketing, will head a new gaming marketing team, which will be situated within Microsoft’s game content and studios division.

Roblox’s decision to bring on West reflects their ambition to continue scaling and connect a billion people globally through their platform. With his expertise and experience in the gaming industry, West is expected to play a crucial role in driving the company’s growth and expansion efforts.

Additional Relevant Facts:
– Jerret West has extensive experience in the gaming industry, having previously worked at Xbox before joining Roblox.
– Roblox is a user-generated content platform that allows users to create and play games created by other users.
– The platform has gained significant popularity, especially among younger demographics, and has seen substantial growth in recent years.
– Roblox went public through a direct listing on the New York Stock Exchange in March 2021.
– The company has faced scrutiny over child safety concerns on its platform and has taken steps to improve moderation and safety measures.
– Roblox has a strong presence in the global gaming market and has expanded its reach through partnerships and collaborations with various brands and organizations.

Key Questions and Answers:
1. What is Roblox?
– Roblox is an online platform where users can create and play games created by other users.

2. Who is Jerret West and what is his role at Roblox?
– Jerret West is the Chief Marketing Officer (CMO) and Head of Market Expansion at Roblox. He is responsible for overseeing Roblox’s marketing, creative, international, and growth marketing teams.

3. What is Roblox’s approach to advertising and partnerships?
– Roblox has been focused on expanding its advertising capabilities and has introduced in-game video ads. The platform has also partnered with brands like Walmart to allow players to purchase physical products within the platform.

Key Challenges or Controversies:
1. Child Safety Concerns: Roblox has faced scrutiny over child safety concerns on its platform, with reports of inappropriate content and interactions. The company has made efforts to improve moderation and safety measures.

2. Financial Performance: Despite its popularity, Roblox reported a net loss of approximately $271 million in Q1 2024. The company will need to address its financial performance and find sustainable revenue streams.

Advantages:
1. User-Generated Content: Roblox’s user-generated content model allows for a wide variety of games and experiences to be created and shared on the platform, leading to a diverse and engaging ecosystem.

2. Growth Potential: With its focus on expanding market reach and connecting a billion people globally, Roblox has significant growth potential, especially in emerging markets and among younger demographics.

Disadvantages:
1. Safety Concerns: The user-generated nature of Roblox introduces the risk of inappropriate content and interactions. Ensuring the safety of users, particularly children, remains a significant challenge for the platform.

2. Monetization Challenges: While Roblox has partnerships and advertising capabilities, finding sustainable monetization strategies beyond in-game purchases may be a challenge.