Her Story
About Lathana
Lathana Jadah Hawkins serves as Executive Vice President of Growth Strategy at Atain, where she partners with global brands to transform complex business challenges into connected, strategic solutions that drive growth and elevate customer and employee experiences. With more than 30 years of experience across the customer experience and business process outsourcing (BPO) sectors, Hawkins has held senior leadership roles spanning operations, commercial strategy, sales, and transformation within both private and Fortune companies. Her expertise encompasses growth strategy, digital transformation, strategic planning, business development, operational excellence, and customer experience.
Throughout her career, Hawkins has built a reputation as a strategic and results-driven executive who brings together technology, talent, and business strategy to create sustainable value. She is skilled at developing high-performing teams, strengthening strategic partnerships, optimizing operations, and translating organizational priorities into measurable financial and customer outcomes. Her leadership approach combines visionary thinking with disciplined execution, with a focus on innovation, data-driven decision-making, and creating meaningful experiences for clients, employees, and stakeholders. Hawkins earned her bachelor's degree in Organizational Management from Roberts Wesleyan University.
Beyond her executive career, Hawkins is deeply committed to community leadership and service. She has served three years on the board of an organization supporting immigration rights in Nashville and has contributed her leadership as an executive sponsor for the American Cancer Society and through the Make-A-Wish Foundation. These commitments reflect her broader belief that effective leadership extends beyond business performance and includes creating opportunities, strengthening communities, and making a lasting impact. Through her work at Atain and her community involvement, Hawkins continues to champion growth, transformation, and people-centered leadership.
Her Interview
Ten minutes with Lathana
01What do you attribute your success to?
I attribute my success to curiosity, continuous learning, resilience, and a genuine commitment to helping people and organizations reach their full potential. Throughout more than 30 years in customer experience, operations, sales, strategy, and executive leadership, I have remained willing to learn, adapt, and take on complex challenges, even when the path forward was not always clear. Earning my bachelor’s degree in Organizational Management from Roberts Wesleyan University later in life reinforced my belief in lifelong growth and the importance of investing in myself. I have also learned that success is not measured solely by business results, but by the positive impact I make on others whether helping organizations achieve meaningful transformation, mentoring professionals, supporting women in leadership, or creating opportunities for people to advance in their careers. Ultimately, my success is rooted in strong character, thoughtful decision-making, perseverance, and a desire to use my experience to help others grow and succeed.
02What advice would you give to young women entering your industry?
My advice to young women entering the industry is to focus not only on what you want to become, but also on who you want to become as a leader. Build your career intentionally through your habits, choices, values, and willingness to take courageous steps. Study successful leaders, seek out mentors, and develop a broad understanding of the business beyond your specific function. Look beyond your immediate responsibilities and learn how the organization creates value, generates revenue, and makes strategic decisions. Most importantly, be willing to step forward with confidence, thoughtful boldness, and grit. Do not wait for someone to give you permission, an invitation, or a promotion recognize your own potential, bet on yourself, and pursue opportunities with purpose and integrity.
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