Lee Applbaum brings over 25 years of experience building iconic brands and leading global marketing teams across a wide range of consumer goods and services. Applbaum currently serves as the CMO at Wheels Up, the one of the world's largest private aviation companies, that recently went public and trades on the NYSE (NYSE: UP). Prior to Wheels Up, Applbaum was Global CMO for Patrón Tequila and Grey Goose Vodka at Bacardi Global Brands Limited overseeing the fully integrated marketing and innovation efforts across more than 165 countries. This followed the successful $5.1B sale of Patrón to Bacardi in 2018 where he also previously held the CMO role. Applbaum has led marketing and sales across a range of blue chip brands throughout his career including Target Australia, Federated Department Stores and The Coca-Cola Company. He received a BBA from The University of Texas Austin and his MBA from The University of Massachusetts at Amherst. Applbaum holds several board and advisory seats across beverage and technology companies.