Senior Management

Barbara Biffi is the Chief Brand Officer (CBO) for Kempinski Hotels, a newly created executive role designed to lead the next stage of the group's transformation. She is responsible for the strategic overhaul of Kempinski’s entire brand and marketing ecosystem, guiding the company's evolution by building on its enduring heritage and redefining its future in luxury hospitality.

In her capacity as CBO, Barbara oversees the transformation of Kempinski's global brand strategy and marketing operations. Her core mandate involves strengthening the brand’s expression across every guest touchpoint and significantly enhancing the digital and eCommerce journeys to deliver a seamless, guest-centred experience. She collaborates closely with the Product & Experience and Commercial teams to ensure the brand evolution directly supports commercial growth while consistently elevating the guest experience across Kempinski’s entire portfolio.

Barbara brings more than two decades of proven leadership experience in luxury hospitality, brand strategy, technology innovation, and digital transformation. Most recently, she served at Silversea, the ultra-luxury cruise line, initially as Vice President Brand and subsequently as Senior Vice President Global Sales. Her career progression at Silversea underscores her expertise in both brand development and driving commercial success. Before Silversea, she held senior roles at MSC Cruises and began her career in advertising at Ogilvy, a leading New York-based firm.

Barbara holds a degree in Statistics and Economics from Università Cattolica del Sacro Cuore and an executive certification in Digital Strategy for Business from Columbia Business School. She is fluent in English, French, and Italian.