Asif Latief

Asif Latief is a seasoned executive with extensive experience in commercial leadership and strategic direction across various sectors. Currently serving as the Chief Commercial Officer at Speedy Hire since January 2024, Asif previously held the position of Managing Director and Group Operational Board Member at Boels Rental from January 2020 to January 2024. A significant tenure at A-Plant from 2002 to 2019 included roles as Marketing Director and Marketing and Strategic Accounts Director, focusing on growth strategies, customer experience, and operational efficiency. Asif also contributed to the Salford Red Devils Rugby League Club as a Board Director and led the Off-Highway Plant & Equipment Research Centre as President, promoting health and safety initiatives in the construction industry. Earlier career experiences include managerial roles in sales and marketing at Brakes UK and THC Advertising & Marketing. Asif is an alumnus of Stretford High School.