A latch assembly for a closure member is provided. The latch assembly includes a housing and a ratchet pivotally coupled to the housing for selectively retaining a striker to secure the closure member. A cinch lever assembly is coupled to the housing and includes a cinch lever for engaging the ratchet. The cinch lever cinches the striker in the ratchet in response to the cinch lever being actuated by a cable coupled to the cinch lever assembly to move the closure panel from a partially closed position to a fully closed position. A cinch subassembly is operatively coupled to the cinch lever assembly with the cable coupled to the cinch lever assembly. The cinch subassembly is configured to freely move between a plurality of positions relative to the housing to accommodate a plurality of orientations of the cable coupled to the cinch lever assembly.