Norwegian Cruise Line Names Lee Applbaum Chief Marketing Officer

Updated June 30, 2026

Norwegian Cruise Line (NCL) has named Lee D. Applbaum chief marketing officer, effective July 6, 2026, the company announced June 29. Applbaum will lead global marketing, including brand strategy, guest engagement and demand generation, for a line that operates 21 ships and sails to nearly 350 destinations.

Applbaum succeeds Kiran Smith, who served as CMO for the past year and introduced an NCL brand identity inspired by its 1990s tagline, "It's Different Out Here." The appointment puts an executive from spirits, private aviation, retail and consumer packaged goods into a senior role as NCL works through fleet and destination investments, including seven ships on order through 2037.

Marc Kazlauskas, president of Norwegian Cruise Line, called Applbaum "a visionary marketing leader with a proven track record of building brands that resonate with consumers and drive meaningful growth." Kazlauskas added: "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."

Applbaum brings more than 25 years of consumer-brand marketing experience. He previously served as global chief marketing officer at Patrón Spirits International and later Bacardi, where his remit included the Tequila Patrón portfolio and later Grey Goose. According to NCL, he oversaw marketing and innovation work across more than 150 countries before co-founding a private spirits-brand venture, identified as Round 2 Spirits.

He also served as a board advisor and later chief marketing officer at Wheels Up, the on-demand private aviation company, where NCL said he played a role in the company's 2021 public listing. Earlier in his career, he held marketing leadership posts across retail and consumer packaged goods brands, including Target, RadioShack, David's Bridal, Footstar Athletic and Coca-Cola.

"I am honored to join Norwegian Cruise Line at such an exciting time for the brand and the broader cruise industry," Applbaum said. "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."

The hire follows a Neutral rating that BNP Paribas analyst Xian Siew maintained on Norwegian Cruise Line Holdings, which cited leadership changes — including the search for a CMO — as one of several execution concerns. Siew also pointed to pricing decisions, open-jaw European itineraries and booking-management questions, and said a broader turnaround may not fully materialize until the second half of 2027.

One of Applbaum's named priorities is Great Stirrup Cay, NCL's private island in the Berry Islands about 50 miles north of Nassau. The destination gained a two-ship pier on Dec. 28, 2025, after previously relying on tender access. Great Tides Waterpark, a nearly six-acre addition planned with 19 waterslides, an 800-foot river attraction, cliff jumps and a children's splash area, is expected to open on schedule in September, Siew said.

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