Velocitas, a Miami-based integrated marketing and public relations agency, today announced the appointment of Latiffe “Lati” Ghanem as Chief Operating Officer. In the role, Ghanem will work across the agency to strengthen client relationships, serve as a strategic advisor across accounts, spearhead team development and implement processes to support the agency’s continued growth.

Ghanem brings more than 15 years of experience spanning corporate communications, public relations, executive communications, consulting and agency leadership, with a career that has bridged the U.S. and Latin American markets. Having worked both in-house and on the agency side at Edelman and JeffreyGroup, she brings a perspective grounded in understanding not only communications and marketing strategy, but also the business priorities driving client decisions.

“Lati brings the kind of perspective that is increasingly important for our clients and for where Velocitas is going,” said Patricia Beiter, Founder and CEO of Velocitas. “She understands what it means to sit on both sides of the table, leading agency teams and advising clients, but also working in-house and understanding the expectations businesses have of their agency partners. She will be a strategic resource for our clients while also helping us strengthen our team and the way we work as we continue to grow.”

As COO, Ghanem will work closely with account teams and clients across the agency, helping connect business objectives to communications and marketing strategy while strengthening the processes and collaboration behind the work. Her role will also encompass client relationship management, team building, mentorship and development, operational efficiencies, and support for new business and agency growth.

“Miami has always been a unique intersection between the U.S., Latin America and global business, and that has shaped much of my career,” said Ghanem. “I’ve had the opportunity to work across markets, industries and cultures, and on both the agency and corporate sides of the business. What I’ve learned is that the strongest agency relationships happen when you understand the client’s business, not just the assignment in front of you. I’m excited to bring that perspective to Velocitas, working alongside our clients while also helping our teams collaborate, grow and do their best work.”

Ghanem’s appointment reflects Velocitas’ continued focus on strengthening its strategic counsel, client relationships and internal operations as the agency enters its next phase of growth.

Ghanem holds a degree in Communications from Florida International University and is fluent in English and Spanish.

About Velocitas

Velocitas is a Miami-based integrated marketing and public relations agency that partners with organizations to develop strategies that build brands, strengthen reputation and support business growth. For more than 25 years, Velocitas has worked with businesses across a range of industries, combining strategic thinking, creative execution and communications expertise to help clients connect with the right audiences that matter to their business. To learn more visit www.velocitas.com.

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