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. Siim Karu - Image Credit HighgateHighgate 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. 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.