Norwegian Cruise Line appoints Jeff Cuellar as CEO of Sixthman


Norwegian Cruise Line (NCL) and Sixthman have named Jeff Cuellar as the new Chief Executive Officer (CEO), succeeding Anthony Diaz. 

Cuellar, formerly Vice President of Partnerships at Sixthman, will aim to maintain the company’s growth trajectory and solidify its position in the entertainment-based cruise space. His responsibilities include bringing communities together through diverse experiences and leading Sixthman into the future. 

David J. Herrera, President of Norwegian Cruise Line, acknowledged the success of Sixthman in 2023 and expressed confidence in Cuellar’s ability to build on that success. Cuellar, with a 24-year track record in the entertainment and hospitality industry, is expected to contribute to Sixthman’s continued growth. 

Cuellar joined Sixthman in October 2021 and has held various roles, most recently serving as Vice President of Events, Marketing, and Community. He played a significant role in the growth of AC Entertainment before joining Sixthman. 

Jeff Cuellar expressed his honour and humility in leading the Sixthman team, emphasising his excitement for the future. He aims to build on the momentum and legacy created by Anthony Diaz and Andy Levine, charting new paths for the team and guests. 

In 2023, Sixthman hosted 18 events, accommodating nearly 45,000 guests and over 490 artists across 85 days at sea, three continents, eight countries, and five ships. The organisation expanded its offerings to include the first Broadway voyage and Hallmark Channel cruise at sea, along with partnerships in comedy, rock, wrestling, EDM, and YouTube. 

“In the short time Jeff has been at Sixthman, he’s made a significant impact with the team and guest and artist experiences,” said Anthony Diaz, former chief executive officer of Sixthman. “He played an integral role in the success of 2023, leading the strategy and outreach to strengthen and develop new artist relationships and debut first-for-the-brand festival concepts across all genres of music, sports, comedy, film, TV, and more. Jeff has been an incredible addition to the team and will excel in continuing to grow the brand, fortify its reputation as a leading entertainment vacation experience, and most importantly, continue to develop the dynamic team culture at Sixthman.” 

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