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Nicholas Lakas

Director, Strategy | Interbrand Canada

Nicholas leads the strategy, analytics, valuation and brand engagement teams in their pursuit of defining and implementing industry changing brand strategies for our clients in Canada and around the world. 

As a forward thinking brand strategist, Nicholas has an appetite to create and re-invent brands through the development and delivery of unique brand experiences. He believes that brand enthusiasts are developed as the result of delivering on-brand experiences that reflect and reinforce the brand strategy throughout the entire customer experience journey.

Over the last 10+ years, Nicholas has been honing this belief in the hospitality sector with Starwood Hotels & Resorts and Caesars Entertainment where he led the creation of the sustainability trailblazing Element Hotels in the extended stay segment. Nicholas also stewarded the development of one of the fastest growing brands in the history of the hospitality industry - Aloft Hotels, He also developed the Caesars Entertainment brand portfolio strategy that defined all 15 brands and identified long-term growth opportunities for selected brands within the gaming and hospitality segments.