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In Brief: Highgate has appointed Siim Karu as chief commercial officer, responsible for the European commercial strategy across revenue management, sales, distribution, marketing, technology and performance optimization.
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Siim Karu – Image Credit Highgate
Highgate has appointed Siim Karu as chief commercial officer. Karu will lead the company’s European commercial strategy, with responsibilities spanning revenue management, sales, distribution, marketing, technology and performance optimization.
In the role, Karu will work with Highgate’s operational, investment and asset management teams on the company’s European commercial platform and portfolio performance. The appointment will support the continued expansion of Highgate’s hospitality platform across Europe.
Karu joins Highgate after four years with Generator and Freehand Hotels, where he served as chief commercial officer. His responsibilities included commercial performance, revenue capabilities and technology-enabled growth initiatives across the portfolio.
Before joining Generator and Freehand Hotels, Karu held executive leadership positions with a&o Hostels and senior commercial roles with Penta Hotels and Swissôtel Hotels & Resorts.
Karu has more than 15 years of hospitality and leadership experience. His areas of experience include revenue growth, pricing strategy, automation, business intelligence and commercial transformation.
