Jumeirah Group has recently appointed Piers Schreiber to the newly-created role of vice president of corporate communications. HME.com discovers how through this position, Schreiber plans to support the global development of the luxury hotel company.
HME: After 20 years in international corporate communications, why have you now decided to enter the hotel sector?
Piers Schreiber: Many of the clients I have served over the years have looked for support in managing change. In some cases that has involved post-acquisition integration; in others decentralisation; and in others still a move to greater efficiency. The reason I decided to enter the hotel sector was quite simply the exciting challenge posed to me by the Jumeirah leadership: to help a well established luxury brand expand into a global proposition, supported by world-class corporate communications.
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HME: What experience and skills have you gained in previous positions that you think you will be able to bring to the hotel industry?
PS: I have advised organisations in the private and public sectors, in developed and developing markets, wearing a wide variety of hats — corporate communications consultant, reputation and crisis manager, spokesperson, brand builder, coach. I have also worked in a number of different industries, ranging from banking and pharmaceuticals to retail and telecoms. My hope is that I can transfer some of the best practices in those sectors to the hotel industry.
HME: What has been your biggest achievement in your career to date?
PS: I think it has been to bring a clarity of purpose to a pan-European healthcare company that faced a major commercial challenge. That clarity of purpose was built into a campaign, led by specially appointed change agents in the organisation, that helped the company far exceed its targets by the end of the year. It took very little investment, but a real conviction in the power of internal communications, empowerment and unstinting customer focus. And the greatest part was that everyone saw the effort yield fruit in the form of not just sales and margin, but knowledge and employee engagement. I hope to bring some of those learnings to my new role.
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