Shiraz Latiff is Director of CIM Holdings UK and a Trustee of the Chartered Institute of Marketing UK. He is a Chartered Marketer and a member of the Chartered Institute of Marketing UK. He is also the Chairman/Managing Director of Hummingbird International plc, an emerging regional consulting organisation based in Colombo. He is also a Consultant on Business Optimization at a leading International Bank in Colombo. He has over 22 years of commercial and industry experience in strategic marketing, business optimization and corporate restructure. He has been employed in a cross section of industry sectors including hospitality, fashion, industrial machinery, financial services, and information communication technology.