Global luxury hospitality company Jumeirah Group has just appointed Michael Grieve as their new chief brand officer. Formerly the vice president of brand and client for Gucci, Grieve led the brand, communications, events and client development across Europe, Middle East and African marketplaces while based out of Milan in Italy. He will now join Jumeirah in April 2024, where he will be responsible for spearheading the evolution of the brand as part of its Mission 2030 strategy, which seeks to double the size of its portfolio within the next six years.
Grieve, who is originally from New Zealand, has worked with a multitude of leading international brands over his 16-year-career, including BMW Group, adidas, and Nike on brand management for both BMW and MINI, the adidas running and basketball business, and Nike’s Jordan brand. Across EMEA, respectively. Grieve comes with solid regional experience, having handled all of Gucci Maison’s brand marketing, communications, and client engagement activities 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 with Jumeirah, where he will play an integral role in transforming the brand with a new, more luxury-focused image that incorporates a robust experiential offering.
Commenting on the new hire, Thomas Meier, interim chief executive officer of Jumeirah, 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. I’m looking forward to working closely with Michael as we embark on a new era for the Jumeirah brand.”
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 wellbeing, and Bryanne Talt as global senior director of sustainability.
“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. I’m very proud to join Jumeirah on this exciting journey,” said Grieve.
