Hello, I’m Lateef Mauricio.

This website is my personal media outlet. The material spans many topics, so here’s some context. I study the human relationship with commerce; the socioeconomic mobility implications of policy and culture; and methods for building brands by appealing to human emotion—not just logic—as we tend to decouple these two modes of reason in favor of short term gain, at the expense of long term potential.

I have a graduate degree in International Commerce & Policy and an undergraduate degree in Marketing. These sorts of formal academic experiences help us learn how to process information, but they fill a minuscule percentage of our knowledge and represent an insignificant amount of our potential knowledge.

My research pursuits are intertwined with my personal values, philanthropic pursuits, and professional work; as such, I seek out interesting work where I add value through critical thinking that spans professional and academic disciplines.

I’m currently helping the Duke Ellington School of the Arts in Washington, DC as a Strategic Advisor. The school provides highly-rated academics and arts education to a largely socioeconomically disadvantaged student body. If you’d like to volunteer some of your time or talk about brand partnerships, please get in touch with me.

– Lateef

Read my Book
Learn about the five qualitative factors we’re neglecting in our rush to measure everything. Check the book out on Amazon or read the free web version.

Professionally…

I am a leader of market strategy for businesses that need to accelerate growth and do meaningful things.

I drive effective marketing by:

Growing Revenue
Bringing in new deals, accelerating existing deals, and standing up a multichannel demand engine that is a reliable vehicle for investment.

Building Meaningful Brands
Growing a recognized and admired brand people trust and aspire to do business with. Developing cultural relevance and bringing purpose to our work.

Using the Right Tech
Launching a marketing tech stack that outpaces the competition, makes data analysis more efficient, and makes it easier to do business with the firm.

I am currently a Vice President of Strategy at Digitas.
I bridge quantitative and qualitative factors to build meaningful commercial relationships and lucrative markets for our clients.




I help customers implement meaningful, realistic strategies that drive high-performing demand and brand programs. Where large scale marketing is often disjointed, I specifically look for opportunities to connect the customer and staff experience, reducing unnecessary friction and complexity, while improving tactical effectiveness.

Client roster includes: Visa, FIS, and Comcast——See Work Examples Here
Most recently, I was the Director of Marketing for Dun & Bradstreet’s Government Business Unit.
I lifted the brand’s relevance and reputation and grew enterprise sales through a multichannel account based marketing program.




Brand Repair and Repositioning. Surveys showed a significant misunderstanding about our offering, at the same time, we were hit by an adverse media campaign. I addressed negativity head-on with targeted stories to change audience perception and earned “Leading Brand in Government” status from the Government Business Council. I also built a buzzing community of trust with customer and partner audiences around my new concept for in-person experiences called “Morning Dialogues.”

Sales-Aligned Revenue Growth. I aligned marketing strategy to the objectives of four different sales teams to fuel pipeline growth with targeted digital experiences that sourced multimillion dollar enterprise deals. I accelerated mid-funnel deals with account-specific (1:1) motions such as the “discovery workshops” concept I created, an innovation that put prospects in the driver seat. I also launched an entirely new COVID-19 research platform and rapidly grew the user base, many of which were target accounts, through targeted advertising and sales enablement campaigns.
Prior to Dun & Bradstreet, I was the Director of Global Marketing, reporting to the CEO, at Omega Performance.
I relaunched the brand to resonate with modern audiences and defined the processes and technology to launch a high-performing digital acquisition engine.




Brand Revitalization and Repositioning. Created a modern, fresh spin on the brand founded in 1976 to separate Omega from the competition and bond with a new generation of bankers in the traditionally staid financial services industry. This involved a completely new messaging architecture and a new style of content (text, video, media) that built trust and aspiration.

Global Demand Generation Engine. Raised lead quality and volume by 100% year on year with clever and targeted creative. I also launched an entirely new tech stack to scale digital acquisition and automation, making it easy to localize campaigns and content across the globe in various languages.
View my complete job history on LinkedIn or Contact Me to learn more.