Roblox appointed former Xbox and Netflix marketing executive Jerret West as its chief marketing officer and head of market expansion in an announcement reported July 3, 2024. The newly created role put him in charge of the company’s marketing and creative teams, reporting to founder and CEO David Baszucki. The appointment is historical; the available public leadership information does not establish whether West still holds the role in 2026.
What Roblox announced
Roblox created a combined marketing and market-expansion role for West. He was to lead the company’s marketing and creative teams and report directly to Baszucki, according to GamesBeat’s July 3, 2024 report. The title joined two responsibilities: shaping how Roblox presents itself to users and partners, and supporting its expansion into more markets.
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The announcement also included a separate leadership change: Roblox promoted Desiree Fish, previously its vice president of communications, to chief communications officer. Fish had held the vice president role since January 2021 and led communications and marketing efforts during the search for a CMO. The titles describe distinct roles: West was named CMO and head of market expansion; Fish became chief communications officer.
Who Jerret West is
Before joining Roblox, West was CMO of Xbox and a corporate vice president at Microsoft Gaming. The contemporaneous report says he held the Xbox leadership role beginning in December 2019; the two titles should not be read as meaning he ran all of Microsoft Gaming.
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Earlier, West held senior marketing positions at Netflix. GamesBeat reported that he helped launch and grow the streaming service in more than 40 countries across Europe and the Asia-Pacific region. That experience is relevant to Roblox’s international ambitions, but it does not establish that West alone led Netflix’s expansion.
Why the hire mattered to Roblox
International expansion
Roblox said it wanted to draw on West’s experience leading global teams as it pursued international growth. The company’s vision, described in the appointment coverage, was to connect a billion people with “optimism and civility.” That was an aspiration, not an achieved milestone or a forecast.
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A platform, not a single game
Roblox’s marketing challenge differs from promoting one conventional game: the platform hosts user-created experiences and includes creation, communication, play, learning, shopping and exploration. In a July 2024 company post, Roblox reported more than 77 million daily active users for the three months ended March 31, 2024. A later company post reported 79.5 million daily users for the three months ended June 30, 2024. These are figures for different quarters, not interchangeable snapshots.
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Brands and advertising
Roblox was also building commercial opportunities around brand partnerships, ecommerce support and advertising. In May 2024, the company said it was rolling out video ads to eligible brands. It cited a study in which 75% of surveyed Roblox users said they were more likely to notice brands advertising on Roblox than brands advertising elsewhere. That result is not a finding that users preferred the ads: the survey measured reported likelihood of noticing brands.
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The study was conducted by Latitude from March 20–27, 2024, among 2,100 U.S. respondents who used Roblox at least monthly and were aged 13–49. Roblox published the result in its May 2024 brand-insights post; it is company-published research, not independent proof of advertising effectiveness. West’s remit and Roblox’s advertising push make the commercial context relevant, but they do not prove the role was created solely to sell more ads or that the appointment produced particular growth results.
Why marketing on Roblox carries extra responsibility
Roblox has a youth-heavy audience, so expanding marketing and advertising also raises practical questions about age-appropriate experiences, privacy, moderation and ad standards. Roblox says it integrates safety into product development and uses automated and human moderation in its safety materials. Those are the company’s descriptions of its approach, not independent validation of its effectiveness.
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- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
What is known about West’s status now
The appointment is documented as a 2024 event. The available Roblox leadership page does not list West, but that omission alone does not establish that he left the company. Without a newer first-party confirmation, it is not possible to state that he remains Roblox’s CMO or to specify his current position.
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- This is a digital gift card that can only be redeemed for Robux at Roblox.com/redeem. It cannot be redeemed in the Roblox mobile app or any video game console. Please allow up to 5 minutes for your balance to be updated after redeeming.
- Roblox Gift Cards can be redeemed worldwide, perfect for gifting to Roblox fans anywhere in the world.
- From now on, when you redeem a Roblox Gift Card, you get up to 25% more Robux. Perfect for gaming, creating, and exploring- more Robux means more possibilities!
- Every Roblox Gift Card grants a free virtual item upon redemption.
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