Bacardi Limited announced in August that Lee Applbaum, Global Chief Marketing Officer of Patrón Spirits, in an expansion of his current role, will serve as global CMO for both Patrón Spirits and Grey Goose Vodka. He is responsible for developing the global marketing vision and positioning for the super-premium vodka and driving its global strategy. Applbaum will continue to serve as the global CMO of Patrón Spirits, responsible for the company’s portfolio of luxury brands, directing all integrated marketing efforts across creative, media, public relations, innovation, and experiential activation in more than 100 countries. Applbaum reports to Bacardi Limited Chief Executive Officer Mahesh Madhavan.