business
Beast Industries Hires Pietra CEO and Team to Build Brand-Creator Matching Platform
Beast Industries hired a team from Pietra, including CEO Ronak Trivedi, to build a platform connecting brands and creators. The company also appointed Shiva Rajaraman as chief product and tech officer and opened an office in San Mateo.
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Beast Industries hired a team from the startup Pietra, including its CEO and cofounder Ronak Trivedi, Business Insider reported. The team will help develop a platform to match brands with creators for sponsorship deals. Trivedi previously worked at Uber before co-founding Pietra and is playing a key role in the yet-to-be-named platform, a Beast Industries spokesperson said.
Pietra has raised $36 million from investors including Andreessen Horowitz and connects creators with product designers, suppliers, warehouses, and fulfillment companies. Pietra will continue to operate under a new CEO. Beast Industries also hired Shiva Rajaraman, who previously worked at Google and Uber, as chief product and tech officer.
The company opened a product and engineering office in San Mateo, California, that will work on the creator platform and a planned membership program. Beast Industries has expanded into merchandise, the Feastables snack line, financial services, and other areas beyond YouTube content.
MrBeast, whose real name is Jimmy Donaldson, serves brands and creators through the YouTube analytics platform Viewstats and the clipping service Vyro.
Several people recently left Viewstats and Vyro, including former COO Nagesh Nagpal. The spokesperson said those departures were unconnected to the planned creator platform and that Viewstats and Vyro will continue to operate as separate units.
