Jumeirah Group Welcomes Michael Grieve as Chief Brand Officer to Drive Evolution of Luxury Hospitality
Jumeirah Group, a renowned global luxury hospitality company and a member of Dubai Holding, has announced the appointment of Michael Grieve as its new Chief Brand Officer. In this role, Grieve will lead the charge in shaping the brand’s evolution as part of its ambitious Mission 2030 strategy. With a distinguished background as Vice President Brand and Client for Gucci, where he spearheaded brand, communications, events, and client development across Europe, the Middle East, and Africa, Grieve brings a wealth of experience to Jumeirah. He is set to join the team in April.
Originally from New Zealand, Grieve boasts a 16-year career that includes pivotal roles with leading international brands such as BMW Group, adidas, and Nike, culminating in his significant contributions to Gucci in Milan. His proven track record of delivering business success across iconic international brands positions him well to play a pivotal role in transforming Jumeirah’s brand. His mandate includes building a robust value proposition and experiential offering to solidify Jumeirah’s position as a globally recognized hospitality group, aligning with its ambitious plans to double its portfolio size by 2030.
Thomas Meier, Interim Chief Executive Officer of Jumeirah, expressed enthusiasm about Grieve’s appointment, stating, “As part of our Mission 2030 strategic plan, we are shaping a new brand expression of ultra-luxury hospitality to enable our growth in key destinations worldwide. Michael’s appointment as Chief Brand Officer is integral to that journey, given his outstanding brand-building pedigree and luxury network. His expertise will help us transition from a regional success story to a global brand with international reach.”
Grieve’s impressive career includes brand management for BMW and MINI in New Zealand, global campaign development for adidas, leadership of the Jordan Brand for Nike across EMEA, and driving brand marketing and communications for Gucci Maison across Europe, the Middle East, and Africa.
Commenting on his new role, Grieve remarked, “My passion lies in creating impactful brand strategies rooted in authenticity and core values. I see tremendous potential in the Jumeirah brand, and I am proud to join the team on this exciting journey to define an identity and ultra-luxury experience that sets Jumeirah apart globally.”
Grieve’s appointment is part of a series of strategic hires made by Jumeirah as it advances its Mission 2030 plan. Notably, in 2023, the company welcomed 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, signaling its commitment to innovation, wellness, and environmental stewardship.
