Karim Lateef

Karim Lateef is a culturally fluent brand architect and marketing innovator with extensive experience in connecting brands with culture and community. Currently serving as the Brand Advocacy & Commercial Programming Manager for D’USSÉ Cognac at TEAM, Karim previously founded Craft Brand Theory and held significant roles at companies such as Pernod Ricard and Diageo, where they pioneered the first culture marketing department. With an MBA in Marketing from La Salle University, Karim has consistently delivered innovative strategies that drive engagement and sales growth across diverse brands, including Jameson Irish Whiskey and Smirnoff Vodka.