ABOUT KARIM

Karim Lateef is a visionary marketer and artist with over 16 years of experience in the entertainment, cultural, and beverage industries. Known for his marketing expertise at global brands like Pernod Ricard, Diageo, and Bacardi, as well as cultural icons like Afropunk, Essence, and the New Orleans Jazz & Heritage Foundation, Karim is celebrated for his innovative approach to brand storytelling and engagement.

Art is woven into every aspect of Karim’s work, enabling him to bring a fresh, creative perspective to marketing. As both a relief printmaker and award-winning marketing strategist, he blends artistic sensibility with business acumen to help clients and partners connect meaningfully with today’s diverse audiences. He has directly addressed representation gaps in the industry, pioneering initiatives that drive deeper investment into communities of color.

Karim’s impact includes co-founding Pernod Ricard’s first Culture Marketing department and creating “Home By Martell ATL,” a long-standing, immersive pop-up experience that bridged the brand with Atlanta’s creative community. He also co-produced Master of the Mix, the beverage industry's first TV show, on BET and VH1.

His passion for purposeful, culturally resonant work led him to establish Craft Brand Theory—a consultancy focused on authenticity, diversity, and equity. Karim Lateef’s unique fusion of art and marketing empowers brands to inspire change, foster connections, and bring fresh perspectives to an ever-evolving marketplace.