Post by Ghennadi Sugac

‘Visionary’ marketing leader joins Norwegian Cruise Line A former drinks industry executive with more than 25 years of experience building and transforming consumer brands is joining Norwegian Cruise Line as chief marketing officer.  Lee Applbaum will lead the company’s global marketing organisation, driving brand strategy, passenger engagement and demand generation from July 6.  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.  He oversaw integrated marketing and innovation efforts across more than 150 countries, preparing him to later co-found a privately held venture focused on the development of disruptive and scalable spirits brands, according to NCL.  Applbaum served as a board advisor and later chief marketing officer at on-demand private aviation provider Wheels Up, where he played a key role in the company’s 2021 public listing.  He also held various marketing leadership roles across a number of retail and consumer packaged goods brands over his career.  Applbaum joins NCL with seven ships on order through to 2037 and investments underway to imrpove the passenger experience.  The company said: “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.”  NCL president Marc Kazlauskas said: “Lee is a visionary marketing leader with a proven track record of building brands that resonate with consumers and drive meaningful growth.  “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.”  Applebaum added: “I am honoured to join Norwegian Cruise Line at such an exciting time for the brand and the broader cruise industry.  “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.”