Asif Latief to join Speedy Hire

Asif Latief is to start working with Speedy Services on 3 January as its chief commercial officer, joining the company’s executive board and leading the its commercial, marketing, customer experience, supply chain and national sales teams.

Latief joins Speedy after four years as managing director of Boels Rental in the UK. Before that he spent around 17 years with A-Plant (now Sunbelt Rentals UK), where he rose to the position of marketing director.

Asif Latief, who joins Speedy Services as chief commercial officer on 3 January.

In a post on his LinkedIn profile, Latief said; “It’s exciting for me to be able to join Dan Evans and the executive board to help deliver their transformational Velocity strategy which is about profitably growing the business, underpinned by its four strategic pillars; People First, ESG, Digital and being a modern workplace embracing technologies such as Artificial Intelligence.”

He thanked his colleagues at Boels for “an amazing four years”.

In addition to his full-time roles in rental, Latief is also a member of the Promotions Committee of the European Rental Association.