Lee Applbaum, Chief Marketing Officer, Norwegian Cruise Line. (Photo Credit: Norwegian Cruise Line)
WHY IT RATES: The marketing expert brings an impressive resume having helped grow consumer brands such as Patrón and Bacardi in recent years.—Patrick Clarke, TravelPulse Senior Editor
Norwegian Cruise Line, the innovator in global cruise travel, announced today the appointment of Lee D. Applbaum as Chief Marketing Officer beginning July 6, 2026.
With more than 25 years of experience building and transforming some of the world’s most recognized consumer brands, Applbaum will lead the company’s global marketing organization, driving brand strategy, guest engagement and demand generation while fostering a high-performing, collaborative culture across the team.
Applbaum brings extensive global marketing experience across premium consumer brands. He served as global chief marketing officer at Patrón Spirits International and later Bacardi, leading the Tequila Patrón portfolio before expanding his scope to include Grey Goose. In these roles, he oversaw integrated marketing and innovation efforts across more than 150 countries, preparing him to later cofound a privately held venture focused on the development of disruptive and scalable spirits brands. Applbaum also served as a board advisor and later chief marketing officer at Wheels Up, the on-demand private aviation provider, where he played a key role in the company’s 2021 public listing. He has also held various marketing leadership roles across a number of iconic retail and consumer packaged goods brands over his career.
Known for combining bold creativity with analytical rigor, Applbaum has a strong track record of driving culturally resonant brands, leading high-performing teams, building integrated global campaigns and influencing cross-functional stakeholders.
“Lee is a visionary marketing leader with a proven track record of building brands that resonate with consumers and drive meaningful growth,” said Marc Kazlauskas, president of Norwegian Cruise Line. “Equally important, he is known for building strong, high-performance cultures that empower teams to do their best work. His ability to blend creativity with data-driven insight will be instrumental as we continue to strengthen our brand, generate high yielding demand and inspire even more guests to experience everything Norwegian Cruise Line has to offer.”
“I am honored to join Norwegian Cruise Line at such an exciting time for the brand and the broader cruise industry,” said Applbaum, newly appointed chief marketing officer of Norwegian Cruise Line. “The brand has a strong legacy of innovation and a passion for delivering unforgettable vacation experiences. I look forward to working alongside this talented team to further elevate the brand, deepen guest connections and loyalty for NCL, while continuing to build a dynamic culture that inspires creativity, collaboration and demand for the brand.”
Applbaum joins Norwegian Cruise Line at a pivotal moment of growth, with seven ships on order through 2037, destination-driven itineraries designed to offer guests more choice, flexibility and ease in creating memorable vacations, and major investments underway to elevate the guest experience. His global marketing expertise will help fuel excitement and demand for NCL’s expanding fleet while bringing a thoughtful, technology-enabled approach to marketing that ensures the company is efficient with its investments and delivers the right message to the right guest at the right stage of the cruise journey. He will drive the continued momentum to position Great Stirrup Cay, the company’s private island in the Bahamas, as a leading guest experience following the highly anticipated debut of Great Tides Waterpark this summer, which includes 19 waterslides, the industry’s first cliff jumps, a Wandering River, a dedicated kids area designed for aquatic adventures and more.
For more information about the Company's award-winning fleet and worldwide itineraries, or to book a cruise, please contact a travel professional, call 888-NCL-CRUISE (625-2784) or visit www.ncl.com.
SOURCE: Norwegian Cruise Line press release.
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