Jumeirah Group has appointed Michael Grieve as chief brand officer. He will be in charge of leading the brand’s evolution as part of its Mission 2030 strategy.
With a background as vice president brand and client at Gucci, overseeing brand, communications, events, and client development across Europe, the Middle East, and Africa, Grieve will commence his role at Jumeirah in April.
Originally from New Zealand, Grieve has had a 16-year career working for renowned international brands like BMW Group, adidas, Nike, and most recently, Gucci in Milan. He brings a proven track record of driving business success across iconic brands and will be instrumental in reshaping Jumeirah’s brand, crafting a compelling value proposition, and enhancing its experiential offerings to solidify its position as a globally recognised hospitality group.
Thomas Meier, Interim CEO at Jumeirah, commented: “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 extensive experience includes managing brands like BMW and MINI in New Zealand, leading global campaigns for adidas and Nike, and spearheading brand marketing and client engagement for Gucci Maison in Europe, the Middle East, and Africa.
Grieve said: “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.”
Grieve’s appointment is part of a series of senior hires made by Jumeirah in line with its Mission 2030 strategic plan, including Joanne Behrens as senior vice president of architecture and spatial design, Niamh O’Connell as vice president of wellbeing, and Bryanne Tait as global senior director of sustainability.
The announcement also comes soon after CEO Katerina Giannouka stepped down from her role.