Global luxury hospitality company Jumeirah Group has just appointed Michael Grieve as its new chief brand officer. Grieve, previously vice president of brand and clients at Gucci, led brand, communications, events and client development in the European, Middle Eastern and African markets while based in Milan, Italy. He will now join Jumeirah in April 2024, where he will be responsible for leading the evolution of the brand as part of its Mission 2030 strategy, which seeks to double the size of its portfolio over the next six years.
Originally from New Zealand, Grieve has worked with a multitude of leading international brands over his 16-year career, including the BMW Group, adidas and Nike, in brand management for BMW and MINI, the running and basketball business of adidas. and Nike's Jordan brand. Across EMEA, respectively. Grieve has strong regional experience, having managed all marketing, communications and customer engagement activities for the Gucci Maison brand for Europe, the Middle East and Africa in his most recent role. His proven track record of successful impact with iconic international brands will be highly valued in his new role at Jumeirah, where he will play an integral role in transforming the brand with a new, more luxury-focused image that incorporates a strong experiential offering.
Commenting on the new hire, Thomas Meier, Interim CEO of Jumeirah, said: “As part of our Mission 2030 strategic plan, we are leveraging rich origins to shape a new ultra-luxury hospitality brand expression that will enable our growth. in key destinations around the world. As our new Chief Brand Officer, Michael is integral to that journey and brings an excellent brand-building pedigree with a luxury network that will help enable our transition from a regional success story to a global brand with international reach. “I look forward to working closely with Michael as we embark on a new era for the Jumeirah brand.”
Jumeirah will double its portfolio by 2030
Grieve's new appointment comes after a wave of other senior hires by Jumeirah in the last year, including Joanne Behrens as senior vice president of architecture and spatial design, Niamh O'Connell as vice president of well-being and Bryanne Talt as senior director global sustainability. .
“My passion lies in creating and delivering impactful brand strategies that resonate with diverse and discerning audiences, based on authenticity and core brand values. The Jumeirah brand is built on exceptionally strong foundations and I believe we now have an unparalleled opportunity to define an ultra-luxury identity and experience that distinguishes Jumeirah and supports its global growth ambitions. “I am very proud to join Jumeirah on this exciting journey,” said Grieve.
jumeirah.com
