Kempinski Appoints Barbara Biffi as Chief Brand Officer to Lead Global Brand Evolution
The newly created role is part of a push to modernize the 127-year-old brand’s global identity and digital presence.
Photo: Courtesy of Kempinski
Kempinski Hotels has appointed Barbara Biffi as chief brand officer, a newly created role for the 127-year-old European hotel group. Based in Geneva, Biffi will oversee the evolution of Kempinski’s brand and marketing ecosystem, aligning its long-standing heritage with a modern expression of luxury.
Her arrival marks one of the first major executive moves under CEO Barbara Muckermann, who took the helm earlier this year and has been steering Kempinski toward a sharper, more contemporary identity. The addition of a chief brand officer suggests a deeper investment in storytelling, design coherence, and digital experience—areas where the brand has trailed some of its peers in recent years.
Biffi’s remit spans global brand strategy, marketing, and e-commerce, with a focus on creating consistency across guest touchpoints and elevating Kempinski’s digital engagement. “Her international background and proven track record in luxury brand strategy and digital transformation will be vital as we strengthen our positioning, grounded in heritage and craftsmanship,” Muckermann said in a statement.
With more than two decades of experience, Biffi joins from Silversea Cruises, where she served as senior vice president of global sales following an earlier tenure as vice president of brand. She also held senior roles at MSC Cruises and began her career at Ogilvy in New York.
For Kempinski, which operates 82 hotels across 35 countries, the appointment is part of a broader effort to refresh its image while maintaining its European DNA. Biffi’s blend of creative, commercial, and digital expertise points to a brand evolution that balances legacy with relevance—a delicate task for a hotel group aiming to modernize without losing its old-world polish.
