Norwegian Cruise Line has appointed Lee D. Applbaum as its new Chief Marketing Officer, starting July 6, 2026. In this role, Applbaum will take charge of the global marketing organization, focusing on brand strategy, guest engagement, and generating demand. His goal is to foster a collaborative culture within the team, according to a press statement from NCL.
Applbaum brings extensive experience in global marketing, having previously served as the global chief marketing officer at Patrón Spirits International and Bacardi. During his tenure, he managed the Tequila Patrón portfolio and later expanded his responsibilities to include Grey Goose, overseeing marketing initiatives in over 150 countries. He has also co-founded a company that focuses on developing innovative and scalable spirits brands.
He further contributed to the success of Wheels Up, a private aviation service, where he served as a board advisor before his role as chief marketing officer. Applbaum was instrumental during the company’s public listing in 2021.
Marc Kazlauskas, president of Norwegian Cruise Line, praised Applbaum for his visionary leadership and emphasized his ability to blend creativity with data-driven insights. Kazlauskas stated that Applbaum’s track record of building brands that resonate with consumers would be vital as the company aims to strengthen its brand and inspire guests to choose Norwegian Cruise Line for their travel experiences.
Expressing his enthusiasm for the new role, Applbaum acknowledged the exciting time for both the brand and the cruise industry. He emphasized NCL’s legacy of innovation and the commitment to offering unforgettable vacation experiences, looking forward to boosting guest connections and fostering a vibrant culture within the organization.
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