Meet the Team - Mr Asif Latief, President

Mr Asif Latief, Marketing Director, A-Plant

Asif Latief is Marketing Director of A-Plant, one of the UK's leading equipment rental companies with over 200 depots, more than 2,000 employees and turnover in excess of £215 million. He is an award-winning Marketer with vast experience in the hire industry, having joined A-Plant in 2002. He heads up an experienced A-Plant Marketing team of 15 operating from the company's head office in Warrington, Cheshire, and is responsible for PR, Advertising, Marketing Communications, Database Management, Direct Marketing, Events and Exhibitions, Graphic Design, Telemarketing, Business Development and Market Research.

He has an in-depth knowledge of the plant hire industry and frequently represents A-Plant at European Rental Association (ERA) meetings across Europe and has an excellent relationship with independent bodies including Hire Association Europe (HAE). He is a very driven individual with a continuing thirst for knowledge in Marketing, Business Development, Technology and the hire industry as a whole.

Asif has over 12 years' experience in the Marketing field, having previously worked for Brakes, one of the UK's leading food suppliers to the catering industry, and on the agency side working on accounts for companies such as GE Capital, Enterprise Ireland and Cellstar. He is qualified by the Chartered Institute of Marketing (CIM) and is a member of the Institute of Directors (IoD).

Since Asif joined A-Plant, the company has won a host of awards, including the Contract Journal Supreme Award 2008 which was awarded to the organisation who the judges believe is leading the construction industry. Asif himself was awarded the esteemed accolade of Construction Marketer of the Year at the Construction Marketing Awards 2006.