Artfarm brings in new Groucho CEO

Artfarm has announced the appointment of its new Groucho Club CEO, Elli Jafari.

Bringing 20 years of experience leading hotel groups, members clubs and food and beverage programmes, Jafari has worked across a diverse range of luxury brands and has a strong track record of leading senior management teams.

She joins Artfarm and the Dean Street venue from The Standard, where she was executive vice president for London and Ibiza. In her role, Jafari oversaw The Standard’s brand and operations in Europe and Americas, across both existing properties and new developments, including the  launch of The Standard Ibiza.

"The appointment of Elli signifies the start of an exciting new era for The Groucho Club," says Ewan Venters, CEO of Artfarm. "As our first female CEO, this feels particularly apt as we approach the fortieth anniversary of the club’s formation. We have exciting plans in the pipeline, and I am confident that Elli’s considerable expertise will enable us to further enhance our member experience for many years to come whilst staying true to our founding principles."

Jafari holds Bachelor of Arts in Hotel & Restaurant Management and has since held positions at W Hotel group, Morgans Hotel Group, Hotel Pulitzer Amsterdam, Lore Group and ACE London.  

She officially joins as CEO mid-April.

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