ABOUT KARIM

Karim Lateef is an experienced and innovative leader in the entertainment and beverage industry, with over 16 years of trailblazing work under his belt. He is well-known for his marketing leadership roles at Pernod Ricard and Diageo, as well as his recent co-launch of the exciting startup Arcane.

But Karim's contributions go beyond just his impressive resume. He's actively addressed the industry's lack of diverse representation and worked to catalyze deeper investments in media and communities of color. His innovative cultural programming has served as a masterclass for brands looking to tap into the vibrancy of these communities and strengthen their economies through smart investments.

Karim has led some groundbreaking initiatives during his career, including co-developing and leading Pernod Ricard's first-ever Culture Marketing department. He also co-created "Home By Martell ATL," a pop-up brand experience that facilitated deeper social cohesion and collaboration between the brand and Atlanta's diverse cultural leaders. Plus, Karim co-managed the production of the beverage industry's first-ever TV show, Smirnoff's Master of the Mix, which aired two seasons on BET and VH1.

Most recently, Karim co-launched the Brooklyn-based whiskey distillery, Arcane, which quickly made a name for itself with its unique approach to whiskey-making. But Karim's passion for purposeful work didn't stop there. He launched Craft Brand Theory, a global creative community and consultancy that focuses on authenticity, craftsmanship, diversity, and equity across the cultural economy. This project was born out of a desire to make a positive impact during the peak of the COVID-19 pandemic.

All in all, Karim Lateef's impressive career and dedication to making a difference in the industry and beyond make him a true leader and innovator in his field..