Luxury hotel chain Jumeirah has announced the appointment of Julien Soyez as its new Vice President of Communications.

In a press statement, Dubai-based Jumeirah, that is owned by the Dubai government, says that Soyez, who holds a Master’s Degree in Communication from Sorbonne University in Paris, will advance Jumeirah’s communication strategy, building the brand’s visibility in new markets in line with its global expansion plans.

It says that Soyez brings with him a distinguished background in luxury fashion and lifestyle communications and has led key events and cultural initiatives in his roles.

The statement says that Soyez joins Jumeirah from prestigious fashion house Gucci in Milan, where he was Worldwide Press Director. His career also includes notable creative brand marketing and communications roles in Paris and the Middle East with some of the world’s most iconic brands, including Cartier, Louis Vuitton, and Marc Jacobs.

It adds that Soyez, who will report to Chief Brand Officer Michael Grieve and be based at Jumeirah’s Corporate office in Dubai, will be in charge of all aspects of Jumeirah’s social media and communications.

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

“With plans to expand our portfolio into new destinations across the globe, Julien’s international experience and 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,” he adds.

“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. Together with Michael and the wider team, we will write an exciting new chapter for Jumeirah,” Soyez says.