Ingrid Nicolaides has 15 years of experience across brand agencies, the Australian Football League, the Victoria Racing Club and major hospitality clubs in Melbourne, with expertise spanning marketing, event management, loyalty and sponsorship.
Growing up, Nicolaides was always glued to the TV whenever major events were on, from the Academy Awards to the Brownlow Medal and the Grammy Awards. She was fascinated by what happened behind the scenes and eager to understand how events of that scale were conceptualised, organised and brought to life.
After completing a Bachelor of Business (Hospitality), Nicolaides began her career in event management with the Carlton Football Club. Rather than applying through traditional job listings, she proactively cold-called organisations that she felt passionate about working with.
“Carlton was my first call, and as it turned out, they had a vacancy in their events department,” said Nicolaides, Loyalty Marketing Manager at ALH Hotels, part of Endeavour Group.
After several years in event management, Nicolaides has broadened her experience into other areas of marketing, developing a well-rounded skill set across the industry. Her role within a hospitality venue led her into loyalty marketing, where she became increasingly curious about what truly drives patrons to build lasting loyalty with a brand.
Nicolaides highlighted how technology has transformed loyalty. Customers now expect real-time offers and rewards, making instant, relevant engagement essential.
At the same time, partnership programs have expanded, enabling points to be earned and redeemed across multiple brands. This not only adds value for consumers but also can drive deeper, long-term engagement.
Seeing pub+ recognised at the Australian Loyalty Association’s Asia Pacific Loyalty Awards, winning multiple categories in 2025 and securing three more nominations for 2026 has been a major recent highlight for Nicolaides.
“This is truly rewarding. It’s a reminder that passion, persistence, and dedication can turn hard work into meaningful impact, and it inspires me to keep pushing the boundaries of what’s possible,” she said.
Her father has been her biggest inspiration. From leaving high school early to building a successful business and becoming a multiple Australian motor racing champion, his journey has been a testament to courage and determination.
The lesson that has stuck with her most was ‘don’t be afraid of them, let them be afraid of you’. She said this flipped her understanding of fear and self-doubt, teaching her to face challenges boldly and letting confidence lead the way.
Another important piece of advice she received was from a general manager, who told her not to wait for permission to grow.
“Step into the role you aspire to, take ownership beyond your title, and start showing up as the person you want to become. Then your impact becomes impossible to ignore and recognition follows naturally.”
Nicolaides is driven by creating impact, solving problems, and seeing ideas come to life. She loves turning curiosity into action, celebrating wins, and constantly finding new ways to make work exciting and meaningful.
Looking ahead, she would love to see the loyalty marketing industry continue evolving toward more personalised, meaningful, and values-driven experiences.
She added that technology should be used not just to track transactions, but to build authentic connections with customers, rewarding behaviour that aligns with their interests, lifestyle, and values. Ultimately, the future of loyalty should be about relationships, not just rewards.
