The comedian and content creator, known for his viral TikTok presence and millions of followers across social media, was named chief creative officer at German gummy candy company Katjes this week as the brand pushes deeper into the U.S. market in 2026.

“American candy lovers are about to discover something Europe has known for years,” Shane said. “This is more than a partnership — it’s a chance to build something that actually means something to people.”

The appointment marks a shift in how brands are approaching the creator economy — skipping the middleman entirely. Rather than hiring a marketing team to manage influencer relationships, Katjes went straight to a creator whose audience already matched their target consumer. In this newly created role, the 26-year-old will be responsible for shaping the brand’s entire creative direction stateside.

The relationship began organically. Shane reportedly reached out to the company himself in 2023, eager to explore a potential collaboration after becoming a fan of their chewy gummies and sour unicorn candies. The Katjes team took notice, and the rest followed naturally.

“Jake brings an authenticity that can’t be manufactured,” said a Katjes spokesperson. “His audience trusts him, and that trust is exactly what we need as we introduce ourselves to American consumers.”

Shane is not the first creator to land a C-suite title. YouTuber Emma Chamberlain briefly served as chief creative officer at skincare brand Bad Habit, and Alix Earle holds an investor and partner role at SipMargs. But for Shane — who has also acted on HBO’s Hacks, hosted the popular podcast Therapuss with Jake Shane, and is planning a Broadway debut — the position represents a deliberate step toward building something bigger than a following.