A leading global marketing thought leader and expert with 20 years of experience cultivating creative communities, building meaningful connections between culture creators and brands, and transforming local creative economies.
Karim Lateef is a dynamic leader in the entertainment and beverage industries, with over 16 years of expertise in cultural, creative, and business domains. Renowned for his thought leadership and cultural foresight, Karim has been instrumental in elevating the cultural relevance and commercial success of iconic brands like Ciroc Vodka, Don Julio Tequila, and Martell Cognac. His innovative cultural programming and strategic community partnerships have set a benchmark for how brands can authentically invest in and amplify the people, places, and ideas that shape the culture.
As an innovative marketer, Karim spearheaded the creation and management of Pernod Ricard’s inaugural Culture Marketing department. His mission was to enhance cultural relevance and brand affinity for Avion Tequila, Martell Cognac, and Jameson Irish Whiskey across diverse audiences. Karim also masterminded the "Home By Martell ATL" initiative—a groundbreaking 18-month brand residency that reimagined a residential penthouse into a dynamic space where Atlanta's cultural leaders and trendsetters converged, blending a Bohemian Soho House vibe with a Franco-ATL speakeasy ambiance.
Karim's accomplishments also include co-producing the beverage industry's first-ever TV show, Smirnoff's Master of the Mix, which aired for two seasons on BET and VH1. In 2022, he co-founded Arcane, a Brooklyn-based craft whiskey distillery startup. Most recently, he joined Team Enterprises to optimize the launch of Roc Nation and D’USSE’s Cognac Ambassador programs, as well as the Lifestyle Curators, National Ambassadors, and Retail Specialists initiatives.
Inspired by a renewed sense of purpose during the pandemic, Karim launched Craft Brand Theory, a global creative community and consultancy dedicated to advancing authenticity, craftsmanship, diversity, and equity within the cultural economy.
In his personal life, Karim’s commitment to music and mental wellness led to the creation of Sound Mind Theory, an initiative exploring the transformative healing power of high-vibrational music. His unique perspective and experience make him an invaluable asset to any venture he undertakes.