Reporting to president, international, and global chief operating officer, Dave Wilson, Applbaum will direct global marketing communications for the group’s portfolio.
He will replace Patrón’s current CMO Matt Carroll who is retiring at the end of the year.
Applbaum joins Patrón having held CMO positions at multinational organisations, including Target Australia and RadioShack Corporation. He began his career in packaged goods at the Coca-Cola Company.
Wilson said: “Lee’s distinguished career as a marketer, and his immeasurable experience in leading top consumer brands, will be an important asset as we continue to grow Patrón, Ultimat vodka, and Pyrat rum across the world.”
“We wouldn’t be where we are today without the tremendous efforts of Matt Carroll, but I’m very confident that under Lee’s stewardship, we’ll continue to set new standards in the industry.”