Spend a Day With the CMO of Patrón Spirits

To Lee Applbaum (or Applboss as he is known to his employees), there is no such thing as a “typical day.” The chief marketing officer of Patrón Spirits International constantly travels to promote the brand. In the last year alone, he logged more than 300,000 miles. Applbaum has transformed Patrón’s marketing team, which caters to 160 countries, by introducing cutting-edge technology for the spirits industry. When asked about his favorite aspect of the job, Applbaum says: “At the end of the day, we’re selling tequila–you’ve got to have fun.”