Teaching an alternative behavior is one of the best ways to deal with this.
Many dogs got a lot of "face time" when they were puppies, and they were carried. This gave them the idea that the "sweet spot" is up there by your face. That they have grown larger never registers with them.
Avoid face kissing and forms of affection that reinforce this idea.
I work with and like to own giant dogs. Teaching a dog to LEAN on you to get petted is a real lifesaver down the road. Move the dog into place and sort of press her into you, and then do pretty talk and petting while she is touching both of your legs. The minute she moves off, get quiet and ignore her. Then put her back, and give her lots of praise and petting again.
When you are seated, get her to come stand NEXT to you, facing AWAY from you, and pet and stroke her, with the pretty talk. When she turns toward you, look away and get quiet....nothing negative....you just can't "see" her like that.
These exercises are subtle and should go on all the time. Tell other people what you are doing and why, and have them practice it, too.
Soon, she will start coming up to you gently, beside you. It's nice to be able to rest an arm on a dog and pet her while you sit in a chair and read...without being mugged.
When she gets excited, she will revert.
You can use negative reinforcement (water bottle, pie plate, knees, whatever...knocking the dog off her feet sometimes works becasue they hate that and may decide you are just so clumsy they should be careful) and then try to guide her into the correct position, and she will get there quicker.
When she is excited, avoid eye contact, and look at her body, or away. Eye contact can be a signal to close the gap.
Looking where you want her to go, like beside you, can help her remember. Dogs are very aware of where a human's focus is, and they watch our eyes.
I also use a verbal noise not unlike a game show buzzer instead of the word "no" in situations like jumping. It's a non-word, and I don't have to think about it, and to dogs, it sounds closer to a bark/growl. It is jarring and unpleasant, and they respond instinctively. (It also works on almost everything, even horses.)
When the four feet are on the floor, I can quickly change to a praise tone, and when she is in the right place, I can reward with petting.
Dogs by instinct don't really like hugging and kissing. We can acclimate them to it. But while primates like it, to other animals, being restricted is scary. Having someone huge right up in your face is scary. They cannot do grab and hug each other. Leaning and ... (more)
No hands. No attention(verbal no or hands to stop). Practice sits on commands. Then work on longer sit stays. Only pet when sitting. If they get up verbal correction i.e.; eh eh. Sit command. If they sit. Praise. Stop if they get up. My dog/clients dog..this has worked well. They want attention.
No talk, no touch, no eye contact until she settles down (bonus points for laying down/sitting). Then once she does that, calmly smother her with love (the reward for calming herself down). She'll eventually learn the jumping isn't getting her what she wants. It helps to turn away and face the wall