~ Over a decade documented moving brands into culture and conversation~
With over a decade of experience in the spirits industry and branded entertainment, Karim Lateef has been a driving force behind award-winning marketing campaigns for brands such as Ciroc, Smirnoff, and the most recent resurgence of the original cognac house Martell. Cutting his teeth in New Orleans as a Xavier University undergraduate student working for Def Jam Records, The New Orleans Jazz & Heritage Foundation, and Essence Festivals Inc., he began to understand the complexities of local consumer culture and the need for brands to connect with that culture authentically. He later earned an MBA in Marketing at LaSalle University in Philadelphia, and transitioned his understanding of cultural-brand immersion to the development of forward-thinking marketing campaigns at the Pennsylvania's Convention & Visitors Bureau and Diageo.
As a Marketing Director at Diageo, Karim created a solid track record leading to opportunities to launch the spirit industry’s first reality TV show, Smirnoff’s Master of The Mix, airing three seasons on VH1 as well as revamping Bulleit Bourbon’s local Mid Atlantic Us marketing strategy, catapulting DC to the top performing market in the US within ten months.
In 2014, Karim relocated from Washington D.C. to Atlanta where he launched his brand development platform and consultancy Craft Brand Theory to further explore his passion for brand storytelling, marketing innovation, and consumer culture.
Karim is currently the Senior Lifestyle Manager at The Fader focusing on lifestyle programming for the world's first cognac Martell® and the prestigious 200 year old Perrier Jouët champagne house driving elevated consumer experiential campaigns such as Martell H.O.M.E. The campaign blends exceptional Martell Cognac cocktails, next level cuisine, incredible DJ talent, and hosts such as Wale, Jhene Aiko and Quavo of the Migos.