Just For Laughs Group has hired Jacqueline Grossman as its new CMO as the comedy company looks to continue pursuing new platforms and markets.

In addition to Montreal’s Just For Laughs festival – the largest comedy festival in the world, which celebrates its 40th anniversary this year – the company runs JFL42 in Toronto and Just For Laughs Vancouver. It also has a growing international footprint, with festivals in Sydney, London and Austin, and last year piloted a comedy-focused travel package to Cancun.

The company also has an established media business, producing and distributing shows with content from its festivals, as well as the Just for Laughs Gags prank show. The company’s online presence has also been booming, with over 14 million YouTube subscribers that have compiled over one billion video views.

Charles Décarie, president and CEO of the Just For Laughs Group, says Grossman will be “instrumental” in further pursuing all of the above.

Grossman is coming off of seven years as VP of marketing and corporate communications, but also has experience on the media side in senior roles at Bell and Rogers. Anne Belliveau, the company’s previous CMO, left last fall to take the top marketing job at Tennis Canada.

Supporting Grossman’s mandate are senior director of marketing Yanick Nadeau – who had been filling in on CMO duties following Belliveau’s departure in the interim – and Noah Lemieux-Bernier, senior director of digital and content monetization.