Michael Grieve

Jumeirah Group appoints new Chief Brand Officer

As the new Chief Brand Officer, Michael Grieve will be responsible for the further development of the Jumeirah brand as part of the "Mission 2030" strategy from April. Born in New Zealand, he can look back on a 16-year career. His track record includes brand management for BMW and MINI in New Zealand, developing global campaigns and retail strategies for the adidas running and basketball business, managing the Jordan brand for Nike across EMEA and most recently as Vice President Brand and Client, leading all brand marketing, communications and customer engagement activities for Gucci Maison in Europe, the Middle East and Africa.

Going forward, Grieve will play a central role in the transformation of the Jumeirah brand, creating a trusted value proposition and experiential offering. Jumeirah aims to secure its position as a globally recognized hospitality group that aims to double its portfolio by 2030 and focus exclusively on ultra-luxury. Grieve is one of several senior executives Jumeirah has hired as part of its 'Mission 2030' strategy. They also include Senior Vice President of Architecture and Spatial Design, Joanne Behrens, Vice President of Wellbeing, Niamh O'Connell, and Global Senior Director of Sustainability, Bryanne Tait.

"As part of our strategic plan, Mission 2030, we are building on our strong foundation to create a new brand expression for ultra-luxury hospitality that will enable us to grow in key destinations around the world," said Thomas Meier, Interim Chief Executive Officer of Jumeirah. "As the new Chief Brand Officer, Michael will be an integral part of this journey as he brings an outstanding brand building heritage with a luxury network that will enable the transition from a regional success story to a global brand with international reach. This will help us to further develop our regional success stories into a global brand with international reach. I look forward to working closely with Michael as we usher in a new era for the Jumeirah brand."

"My passion is to develop and execute impactful brand strategies that resonate with a diverse and discerning audience, based on authenticity and the brand's core values," says Grieve. "The Jumeirah brand is built on an exceptionally strong foundation and I believe we now have a unique opportunity to define an identity and ultra-luxury experience that sets Jumeirah apart and underpins its global growth ambitions. I am very proud to join Jumeirah on this exciting journey."

www.jumeirah.com