Lee Applbaum has spent his career marketing tequila at Patrón, navigating the retail space at Target and more recently, embracing the chaos of the uncharted cannabis industry. After years of experience under his belt, he has set off to disrupt and redefine a new territory: aviation.
Last week, Applbaum began his role as CMO of Wheels Up, a private jet charter company with access to over 1,500 aircraft.
“I’ve been blessed to work with brands that are both iconic and disruptive, and those are two words that I would absolutely use to describe Wheels Up,” he said. “It has very quickly established itself as a real disrupter and an innovator in the space, and a brand that has a real swagger.”
As CMO, he said he will democratize the industry through a much-needed digitization in the travel space.
“What we do is technologically complicated, but the customer experience is deeply