Roblox has appointed Jerret West as its new chief marketing officer and head of market expansion. In this brand-new role, West will lead the platform’s marketing and creative teams and report directly to founder and CEO David Baszucki.

“I’m looking forward to having Jerret join the leadership team and work with us as we continue to scale and bring our vision to connect a billion people globally with optimism and civility,” said Baszucki.

Alongside West’s appointment, Roblox also promoted Desiree Fish to chief communications officer. She served as VP of Communications since January 2021, leading Roblox’s communications and marketing efforts during its CMO search.

Roblox plans to leverage West’s prior experience leading global teams to drive international growth. Before joining Roblox, West most recently served as CMO of Xbox and corporate vice president of Microsoft Gaming since December 2019. Before this, he held various senior leadership marketing roles at Netflix where he helped launch and grow the platform in over 40 countries across Europe and Asia Pacific.

“Roblox is just scratching the surface of its opportunity on its own platform and in connecting to people around the world. It is THE place where generations growing up in the digital world meet daily to enjoy millions of immersive experiences together,” said West.

Part of West’s responsibilities will include supporting Roblox’s brand partnerships. In addition to its immersive experiences, Roblox has added ecommerce support and programatic video ads to make the platform even more accessible for brands.

“For brands, Roblox is in an amazing position to partner in unique ways that haven’t been explored before. I see a vibrant and engaged community that is growing and a platform that is constantly exploring new ways to create joy and fun. As a marketer, this is an amazing place to storytell and connect all kinds of content to a huge and growing community. I can only imagine what content we’ll bring to the platform as we grow around the world,” said West.