Jumeirah announced on Monday the appointment of Julien Soyez as vice president of communications. 

In this role, Soyez will help advance Jumeirah’s communication strategy and build the brand in new markets as part of its global expansion plans. Most notably, he will oversee all areas of Jumeirah’s communications and social media. Soyez will be based in Dubai and will report to chief brand officer Michael Grieve. 

“Julien will play a crucial role in steering our communication strategies in line with the evolution of the Jumeirah brand,” Grieve said. 

“His deep understanding of luxury narratives, along with his extensive network, will be instrumental as we look to enhance our visibility with a blend of culture, conversation and connection that builds our reputation as a brand of influence — both in the middle east and globally. With plans to expand our portfolio into new destinations across the globe, Julien’s international exposure to art, fashion and culture will help us identify and leverage the right opportunities to further enhance our brand perception in the luxury hospitality sector.”

Soyez joins the luxury hotel operator from fashion house Gucci where he was worldwide press director. He has also held creative brand marketing and communications roles with iconic brands including Cartier, Louis Vuitton and Marc Jacobs. 

Soyez added: “Joining Jumeirah at this transformative time is an incredibly exciting opportunity. The brand’s commitment to growth and innovation in the luxury hospitality sector is inspiring, and I look forward to leveraging my experience to help it achieve its future ambitions.”