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Lee Applbaum

CMO, Patrón Spirits International AG


Lee is a senior executive, innovator, and team leader, with proven strategic, creative, and communications expertise in the fields of brand and retail marketing. He has nationally recognized achievements in digital and social media, brand building, and product development. Additionally, Lee brings a unique combination of global brand and retail marketing and hands-on experience running a large multi-national retail sales and operations organization. In 2015, Lee was recognized by Adweek as a “Brand Genius,” its highest marketing honor.

Lee currently serves as the Global Chief Marketing Officer at Patrón Spirits International, AG, responsible for leading their luxury portfolio of brands, including the world’s number one ultra-premium tequila. He directs all global, integrated marketing efforts across creative, media, pr, product development and innovation, and experiential activation in over 130 countries. Much of Lee’s focus at Patrón has been on building world-class digital, social, and mobile assets for the brand portfolio to better communicate the brand’s rich artisanal production story that is so key to their differentiation in a highly competitive marketplace.

Prior to Patrón, Lee successfully led large marketing and sales organizations at Target Australia, RadioShack, David’s Bridal, and Footstar Athletic.

Lee began his career at The Coca-Cola Company where he held a variety of management roles. Throughout his tenure, Lee successfully led the development and execution of innovative, branded programs across a range of key global dining, hospitality, and retail customers.

Lee holds a BBA in Marketing from The University of Texas at Austin and an MBA from The University of Massachusetts at Amherst.

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