Asif Latief joins Speedy

19 December 2023

Asif Latief is to join Speedy Hire as Chief Commercial Officer from 3 January. For the past four years he has been MD with Boels Rental in the UK and previously spent 18 years in senior roles with A-Plant (now Sunbelt Rentals). 

Asif will join Speedy’s Executive Board and will lead the commercial, marketing, customer experience, supply chain and national sales teams, and will help to implement the hirer’s Velocity strategy for sustainable business growth for its people, customers and investors. 

“From a day-to-day perspective the role is also about providing leadership to the teams,” Asif told me. 

“I’m attracted to the role because Speedy has identified many opportunities and it will be an exciting journey to be part of. 

“The Velocity strategy, for example, encompasses many different elements, not just being about sustainability, but also customers, marketing, retail strategy and a big investment in digital technology as an end-to-end process, which could be a first in this industry. 

“We are also looking at adopting artificial intelligence (AI) to help aspects of decision making,” Asif added. “My experience lends itself well to the journey ahead, and it’s all very exciting.” 

Launched earlier this year, Velocity is a five-year programme with measurable medium and long-term growth and performance objectives, underpinned by the four strategic pillars of People First, ESG, Digital and a Modern Workplace.