Norwegian Cruise Line has announced the appointment of Lee D. Applbaum as Chief Marketing Officer beginning July 6, 2026.

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, NCL said in a press statement.

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.

“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.”