Deere Appoints TikTok Influencer as First-Ever Chief Tractor Officer
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Image courtesy of John Deere
A new era of farm influence has begun.
John Deere has announced the selection of Rex Curtiss, a popular TikTok creator, as its inaugural “chief tractor officer.” The recent graduate has been chosen to spearhead the company’s social media initiatives, winning the role over numerous candidates from 40 states. The position is a one-year engagement with a salary approximating $200,000.
“Rex’s unique creativity and genuine approach stood out from the outset,” stated Jen Hartmann, Deere’s global director of strategic public relations and enterprise social media. “We are eager to have Rex join us in crafting engaging, relatable content that highlights our customers and the vital roles they play in our lives.”
Curtiss shared in a recent LinkedIn post that he anticipates traveling to “iconic locations” across the U.S. to showcase Deere’s technology while sharing stories from farmers and other unsung heroes. With deep roots in agriculture, Curtiss comes from a family of fourth-generation farmers and has been actively involved in local food systems.
Deere initiated the recruitment process for this innovative role back in April, collaborating with San Francisco 49ers quarterback Brock Purdy for a distinctive celebrity partnership. This initiative reflects the 185-year-old brand’s commitment to connect with Gen Z and the future generation of farmers.
Curtiss clinched the position through a compelling one-minute TikTok video, in which he creatively sings and raps about his qualifications, which intriguingly include skills in wax sculpting. His LinkedIn profile reveals that he graduated from the University of Washington in June with a degree in environmental science.
Maria Sanchez completed her Bachelor’s degree in Plant Sciences from the University of California, Davis, in the USA. Her studies focused on plant genetics and biotechnology, with an emphasis on developing disease-resistant crop varieties. Maria has contributed to several research projects aimed at improving crop resilience to climate change and is now pursuing her Master’s degree in Plant Breeding.