Norwegian Cruise Line Names New Chief Marketing Officer

Norwegian Cruise Line announced Monday that Lee D. Applbaum will take over as the cruise line’s new chief marketing officer (CMO), effective July 6.

He will lead NCL’s global marketing organization, driving brand strategy, execution, and guest engagement. He takes over for Kiran Smith, who departed the company after serving about a year in the role.

Applbaum brings a diverse executive background to the role. He previously served as global CMO at Patrón Spirits International and later Bacardi, where he led the Tequila Patrón and Grey Goose portfolios. He also spent more than two years as the CMO at Wheels Up.

This will be his first role in the cruise industry, and it comes as NCL, and the rest of the industry, continues to grow operations. NCL itself has seven ships on order through 2037 and has the newest addition to Great Stirrup Cay, the Great Tides Waterpark, scheduled to open in September.

“Lee is a visionary marketing leader with a proven track record of building brands and driving meaningful growth,” said Marc Kazlauskas, president of Norwegian Cruise Line. “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 NCL.”

“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 I look forward to working alongside this talented team to further elevate the brand, deepen guest connections, and build a dynamic culture.”