Velocitas, a Miami-based integrated marketing and public relations agency, has appointed Latiffe “Lati” Ghanem as Chief Operating Officer (COO) to strengthen client relationships, improve internal operations and support its next phase of growth.
Ghanem brings more than 15 years of experience spanning corporate communications, public relations, executive communications, consulting and agency leadership. Her career across the United States and Latin America includes experience at Edelman and JeffreyGroup, where she worked on both the agency and corporate sides of the communications industry.
In her new role, Ghanem will work closely with client-facing teams to align marketing and communications strategies with business objectives. Her responsibilities include advising on client accounts, developing talent, mentoring team members and improving operational processes. She will also support new business opportunities and the agency’s broader expansion plans.
Velocitas Founder and CEO Patricia Beitler said Ghanem brings a valuable perspective from having worked both inside companies and within agencies. This experience, she noted, can help strengthen client partnerships while supporting the agency’s internal development.
Also Read: Backstory Appoints Shilpa Varma as Chief Technology Officer
Ghanem highlighted the importance of understanding clients’ businesses beyond individual assignments. Her experience working across different markets, industries and cultures has shaped her approach to building relationships and connecting communications strategy with business priorities. She holds a degree in Communications from Florida International University and is fluent in English and Spanish.
The appointment comes as marketing and public relations agencies face increasing pressure to demonstrate business impact, deliver integrated services and build lasting client relationships. Organizations increasingly expect agency partners to understand their commercial goals and provide strategic guidance alongside campaign execution.
Velocitas has operated for more than 25 years, providing integrated marketing, brand development, public relations and strategic communications services to organizations across multiple industries.
Ghanem’s appointment signals the agency’s focus on combining strategic client counsel with stronger team collaboration and operational execution. As Velocitas continues to grow, her leadership will support efforts to connect client needs, communications strategy and agency performance more closely.
