Prior to joining Tilray in May 2021, Simon was known as the visionary who transformed Aphria into a profitable global cannabis company with leading market share brands. When the two large marijuana operators decided to join their forces and create a company with a combined market cap of $3.3 billion last spring, Simon was essential to the deal. Under the merger agreement, Simon was elected as CEO of the resulting company, which was projected to generate roughly $81 million in annual pre-tax cost synergies within the following eighteen months.