With the legal marijuana industry in Canada set to explode once it opens for business, an onslaught of burgeoning vocational categories is to be expected. Many cannabis industry jobs always existed, they’re just now getting brought above the table and onto the books. But there is one new weed job title that will surprise you, possibly even more so than the person filling the position.
Legendary rock star and KISS frontman Gene Simmons has been named the CEO of Invictus, which calls itself “Canada’s Cannabis Company.” Invictus represents a number of licensed producers across the Great White North, and this new star-studded partnership aims to elevate the company’s brand awareness.
As the company’s new Chief Evangelist Officer (Invictus already has a traditional CEO in place), Simmons will act as an ambassador for the company, advocating their deep-rooted values to consumers.
Dan Kriznic, Invictus’ other CEO, told the press in a statement, “Gene will lead marketing initiatives that will help spread the positive messages that dwell at the heart of Invictus in accordance with the strict regulations of Health Canada’s Access to Cannabis for Medical Purposes Regulations (ACMPR), the Food and Drugs Act (FDA) and the Narcotic Control Regulations (NCR).”
The only thing that’s a little strange about this unlikely marriage is that Simmons has been on the record about never trying cannabis in his whole life. So, why was he the right choice to be the sometimes-painted face of one of Canada’s largest weed conglomerates? Kriznic credits the musician’s business acumen for the appointment. According to the Invictus chief, Simmons “created one of the most iconic bands of all time, but has spent decades building successful brands internationally in various industries.”
Simmons explained to reporters that he wanted to get involved because “values and family are very important to me, and when I first connected with Dan at Invictus, I understood immediately that we enjoyed a shared passion for these key life foundations.”
As for what exactly these mutual “key life foundations” are, and how they’ll apply to producing high-quality cannabis, we’re just as curious as you are.
Cover Image courtesy of Dustin Gaffke