Frank van Rooijen revealed Monday that he has joined Jimmy Donaldson’s YouTube empire, “MrBeast,” as the organization’s new creative director of apparel and merchandise. While he didn’t emphatically say what this new role would entail in terms of responsibility, we assume van Rooijen will work with MrBeast talent and leadership to create and deploy apparel and merchandise offerings across multiple channels, and help improve the process.
Van Rooijen is certainly no stranger to the esports and gaming industry: he served as the creative director of apparel & commerce at Team Liquid for more than a year—from May 2021 to Jul 2022. In 2020 and 2021 he founded several companies including 25th Century Music, 25th Century Design, and IRL/URL. Over the years he has held marketing roles at MediaMonks, Grey, SID LEE, Trinergy Brand Connectors, Ogilvy & Mather South Africa, and MetropolitanRepublic, among others.
Gaming personality and YouTube star Jimmy Donaldson, better known to the world as MrBeast, is best known for his philanthropy in high profile videos that regularly receive hundreds of millions of views on YouTube. The MrBeast channel has an impressive 149M subscribers and has produced around 740 videos to-date.
