9. Orlando Helps Entrepreneurs Win: Lessons from Brand Strategist Latria Graham

In this episode of The City Playbook Podcast, host Tim Giuliani, President and CEO of the Orlando Economic Partnership, sits down with Latria Graham, founder of GLB, brand strategist, and trusted advisor to both athletes and corporations. From choosing between ESPN in Bristol and the Orlando Magic to spending 11 seasons inside the NBA organization, Latria shares how her early sports career shaped the way she now builds strategic brands and community impact platforms from her home base in Orlando.


Latria opens up about spotting a major gap in athlete philanthropy, why writing a check is not the same as creating real change, and how she built a niche helping players and their families design intentional foundations and community programs. She breaks down her philosophy of R on R, return on relationships, and how consistency, showing up, and doing the work turned “small business” perception into big corporate opportunities with brands like Florida Blue.

You will also hear a powerful conversation about Orlando’s openness as a city, the advantage of building a business in a place where leaders actually listen, and why diversity of voices is not just a moral imperative but a business opportunity. Latria shares how she navigates spaces from the locker room to the board room, why she pushes young athletes and young professionals to give before they take, and how board service and community involvement can shape your leadership journey.


Listen to learn about:

• Latria’s career path from UF to the Orlando Magic to founding GLB
• Why Orlando became her launchpad for business and community impact
• The difference between “giving” and actually measuring impact
• Working with athletes on authentic philanthropy and personal brand building
• Return on relationships as a growth strategy for small businesses
• How Orlando’s diversity and openness create unique business opportunities
• Advice for young professionals who want to lead and give back

Connect with GLB and Latria:

GLB Media Group: g-lbmediagroup.com
GLB Promos: g-lbpromos.com
Follow GLB on social media at @glbmediagroup and @glbpromos

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What do you want to see more of in downtown Orlando? Drop a comment with one placemaking idea you think would make the biggest difference.

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Connect with our host Tim at:
Social: https://www.instagram.com/timgiuliani/
Website: https://timgiuliani.com/

Brought to you by the Orlando Economic Partnership Learn more: https://orlando.org