Norwegian Cruise Line has appointed Lee D. Applbaum as its new chief marketing officer, adding a veteran consumer-brand marketing executive to the company’s leadership team as NCL continues expanding its fleet and investing in the guest experience.
Applbaum will begin his new role on July 6, 2026, and will lead Norwegian Cruise Line’s global marketing organization. According to NCL, his responsibilities will include brand strategy, guest engagement and demand generation, while also helping build a collaborative, high-performing culture across the marketing team.
The appointment comes as Norwegian Cruise Line moves through a significant period of growth, with seven ships on order through 2037 and continued investments designed to give guests more choice and flexibility when planning their vacations.
Lee Applbaum Brings Global Consumer Brand Experience
Applbaum joins NCL with more than 25 years of experience working with major consumer brands. His career has included senior marketing positions across premium spirits, private aviation, retail and consumer packaged goods.
He previously served as global chief marketing officer at Patrón Spirits International and later Bacardi. During that time, he led the Patrón Tequila portfolio before expanding his responsibilities to include Grey Goose. His work included integrated marketing and innovation initiatives spanning more than 150 countries.
Applbaum later co-founded a privately held venture focused on developing spirits brands. He also served as a board advisor and subsequently chief marketing officer at Wheels Up, the on-demand private aviation provider, where NCL says he played a key role in the company’s 2021 public listing.
Throughout his career, Applbaum has held additional marketing leadership positions with consumer and retail brands. NCL describes his approach as combining creativity with analytical rigor, with an emphasis on global campaigns, team leadership and cross-functional collaboration.
What Applbaum Will Focus on at NCL
As chief marketing officer, Applbaum will oversee the company’s global marketing strategy with an emphasis on strengthening the NCL brand and increasing guest engagement. The cruise line also says he will bring a technology-enabled approach intended to make marketing investments more efficient and deliver the right message to guests at different stages of their cruise journey.
For cruise travelers, much of that work will happen behind the scenes, but it comes at a time when NCL is expanding its vacation offerings and looking to build awareness around new experiences. Applbaum said he plans to work with the company’s marketing team to further elevate the brand while deepening guest connections and loyalty.
NCL President Marc Kazlauskas said Applbaum’s combination of creativity, data-driven insight and experience building consumer brands will be important as the company works to strengthen its brand and generate demand.
NCL Is Expanding Its Fleet and Guest Experiences
Applbaum’s arrival comes as Norwegian Cruise Line prepares for continued fleet growth. NCL currently has seven ships on order through 2037, while the company is also emphasizing destination-driven itineraries intended to give travelers greater choice and flexibility.
The cruise line is simultaneously making investments in the experiences available to guests both onboard and ashore. One example highlighted by NCL is Great Stirrup Cay, its private island in the Bahamas.
NCL says Applbaum will help continue building momentum around Great Stirrup Cay as a guest experience following the debut of Great Tides Waterpark. The new waterpark includes 19 waterslides, industry-first cliff jumps, the Wandering River and a dedicated kids area designed for aquatic activities.
A New Marketing Leader During a Growth Period
The new CMO role places Applbaum at the center of NCL’s efforts to market an expanding cruise brand. His background with global consumer products and his experience combining brand-building with data-driven marketing will be applied to Norwegian Cruise Line’s worldwide marketing organization.
For NCL guests and future cruisers, the appointment comes alongside a broader period of change for the cruise line, including new ships, destination-focused itineraries and investments in experiences such as Great Stirrup Cay and Great Tides Waterpark.
Applbaum said he is joining at an exciting time for Norwegian Cruise Line and the broader cruise industry. His stated priorities include strengthening guest connections and loyalty while fostering creativity and collaboration within the company’s marketing organization.
Source: Norwegian Cruise Line
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