News that Aurora Cannabis Inc. (NYSE: ACB) has appointed the notorious activist investor Nelson Peltz as a strategic advisor boosted shares early on Wednesday.

Management is hoping to work collaboratively with Peltz and strategically explore potential partnerships that would be the optimal strategic fit for successful entry into each of Aurora’s contemplated market segments. Peltz also will advise on the company’s global expansion strategy.

Some quick background: Peltz is the chief executive officer and a founding partner of Trian Fund Management, a multi-billion-dollar investment management firm. Peltz also currently serves as the nonexecutive chair of Wendy’s and as a director of Procter & Gamble, Sysco and Madison Square Garden.

In consideration for the services to be provided as a senior advisor, Aurora Cannabis has granted options to Peltz to purchase 19,961,754 common shares in the company at a certain price. The options will vest ratably over a four-year period on a quarterly basis, subject to accelerated vesting based on the occurrence of certain specified events.

CEO Terry Booth commented:

Nelson is a globally recognized business visionary with a strong track record of constructive engagement to generate accelerated, profitable growth and shareholder value across many industry verticals that are of great interest to us. Like us, Nelson also takes a long-term view of value creation to benefit all stakeholders. We look forward to working with Nelson to further extend our global cannabis industry leadership by aligning Aurora with each of the major market segments cannabis is set to impact.

Shares of Aurora were last seen up about 10% at 8.75 on Wednesday, in a 52-week range of $4.05 to $12.52.

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