Lee Applbaum, Global CMO of Patrón Tequila and Grey Goose Vodka is in a “pinch me moment” of his career being able to work on not just one iconic brand, but two at the same time. Both brands have incredibly rich heritages with similar DNA and ethos, but face different challenges. Having just taken on Grey Goose, post Patrón’s sale to Bacardi, Lee is focused on transporting the key learnings from his tremendous growth drive at Patrón over to Grey Goose, capitalizing on the swagger of both brands.
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