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Celebrities like Jennifer Aniston and Scarlett Johansson have joined the leadership of startups.
Many are going after deals that combine a spokesperson role with an executive title.
The arrangements give a famous face to young brands, though they come with risks.
As collagen brand Vital Proteins gets new products on store shelves this year, the company has one unlikely exec to thank for making them possible: Actress Jennifer Aniston.
Aniston serves as chief creative officer at Vital Proteins, a job that combines elements of being a social media influencer with the more in-the-weeds responsibilities of product development.