UAE-headquartered hotel group Jumeirah appoints chief brand officer

UAE-headquartered hotel group Jumeirah appoints chief brand officer

Ex-Gucci VP Michael Grieve will join this April to help the brand achieve global recognition

Jumeirah Group has announced the appointment of Michael Grieve as its new chief brand officer, responsible for spearheading the evolution of the hotel chain as part of its Mission 2030 strategy.  

Formerly vice president of Brand and Client for Gucci, leading brand, communications, events and client development across Europe, the Middle East and Africa, Grieve will join Jumeirah in April 2024.  

Originally from New Zealand, Grieve’s 16-year career has included roles at BMW Group, Adidas and Nike prior to him joining Gucci in Milan.  

Grieve will play an integral role in transforming Jumeirah’s brand image, building a robust value proposition and experiential offering to secure Jumeirah’s position as a globally recognised hospitality group as it moves ahead with its plans to double the size of its portfolio by 2030.  

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Jumeirah interim chief executive officer Thomas Meier said: “As part of our Mission 2030 strategic plan, we are building on rich origins to shape a new brand expression of ultra luxury hospitality 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 outstanding 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.” 

Grieve added: “My passion lies in creating and delivering impactful brand strategies that resonate with diverse and discerning audiences, grounded in authenticity and the brand’s core values. 

"The Jumeirah brand is built from exceptionally strong foundations, and I believe we now have an unparalleled opportunity to define an identity and ultra-luxury experience that sets Jumeirah apart and supports its global growth ambitions.” 

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