Jumeirah Group names Michael Grieve as new Chief Brand Officer for Mission 2030 – Travel And Tour World

Jumeirah Group, a renowned global luxury hospitality company and a part of Dubai Holding, revealed the selection of Michael Grieve as the new Chief Brand Officer. In this pivotal role, Grieve will drive the brand’s development, aligning with the company’s ambitious Mission 2030 strategy. His impressive background includes serving as Vice President of Brand and Client for Gucci, where he was instrumental in steering brand strategy, communications, and client relations across Europe, the Middle East, and Africa. Grieve is set to commence his new role with Jumeirah in April.

Thomas Meier, Interim Chief Executive Officer of Jumeirah, spoke of the new hire: “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.”

Hailing from New Zealand, Grieve brings over 16 years of experience from his tenure with prestigious brands such as BMW Group, adidas, Nike, and recently Gucci in Milan. His notable achievements include leading brand management for BMW and MINI in New Zealand, crafting global campaigns for adidas, managing the Jordan Brand at Nike across the EMEA region, and elevating brand marketing for Gucci Maison. His extensive background positions him as a key figure in Jumeirah’s journey to redefine its brand and expand its global presence, with the goal of doubling its portfolio by 2030.

Michael Grieve said of his new role with Jumeirah: “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 among several strategic hires by Jumeirah Group over the past year, reflecting its commitment to the Mission 2030 plan. Notable appointments include 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. Each of these roles underscores Jumeirah’s dedication to innovation, wellness, and sustainability as it looks to fortify its standing in the luxury hospitality sector.

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