Lee Applbaum, former marketing chief for spirits giant Bacardi Limited, has joined global cannabis company Surterra Wellness, where he’s been named chief marketing officer.
Applbaum joins Surterra from Bacardi, where he served as the global chief marketing officer for both the Patrón Tequila and Grey Goose Vodka brands. Prior to that he was CMO for Target Australia, and before that, served as EVP and CMO at RadioShack and CMO at David’s Bridal.
Applbaum began his career as an account executive at the Coca-Cola Company.
As CMO, Applbaum will lead Surterra’s global marketing teams and direct product innovation, integrated brand marketing, retail brand and sales management initiatives. He’ll report to Surterra CEO William “Beau” Wrigley Jr.
Surterra, which was founded in 2014, is one of the fastest-growing medical cannabis companies in the U.S. The company, whose portfolio includes the Coral Reefer, Florida’s Finest and Surterra Wellness brands, has raised more than $300 million in private capital to date.