KARIM LATEEF

Karim Lateef is a dynamic leader in the entertainment and beverage industry, with over 16 years of experience in cultural, creative, and business fields. Karim is widely respected for his thought leadership, cultural foresight, and pioneering contributions to the accelerated cultural relevancy and commercial success of brands such as Ciroc Vodka, Don Julio Tequila, and Martell Cognac. His innovative cultural programming and partnerships have served as a masterclass on how brands can unlock growth by leveraging the vibrancy of diversity while centering and investing in the people, places, and ideas that drive the culture forward. 

As a trailblazing marketer, Karim co-developed and managed Pernod Ricard's first-ever Culture Marketing department, focusing on deepening the relevance and affinity of diverse audiences for Avion Tequila, Martell Cognac, and Jameson Irish Whiskey. He conceptualized and co-created "Home By Martell ATL," an 18-month residency that brought Atlanta's diverse cultural leaders together with the brand in a Bohemian Soho House meets Franco-ATL speakeasy setting.

Karim's achievements also include co-managing the production of the beverage industry's first-ever TV show, Smirnoff's Master of the Mix, which aired on BET and VH1 for two seasons. Most recently, he co-launched Arcane, a Brooklyn-based craft whiskey distillery startup.

Driven by a sense of purpose during the pandemic, Karim launched Craft Brand Theory, a global creative community, and consultancy that focuses on centering authenticity, craftsmanship, diversity, and equity across the cultural economy.

In his personal life, Karim prioritizes mental health and wellness, indulging in the arts and travel to recharge. His unique perspective and experience make him an asset to any team he joins.