Leading NATIONAL’s digital practice in Montreal, Michel Lacroix combines technological expertise, strategic vision, and a deep understanding of communication challenges. He drives the integration of digital tools and artificial intelligence solutions to strengthen the impact of client mandates and equip organizations to navigate the evolving media and political landscape. As a member of the Montreal leadership team, he also contributes to the development of the firm’s government relations and public affairs services.

Recognized for his ability to translate technological complexity into clear, measurable communication strategies, Michel develops approaches rooted in data, innovation, and knowledge sharing. He works closely with colleagues and clients alike to foster the adoption of new practices, balancing analytical rigour with practical insight.

Before joining NATIONAL, Michel held strategic roles with national and multinational companies, including Desjardins Insurance and Resolute Forest Products, and also led an entrepreneurial venture in the manufacturing sector. He holds a bachelor’s degree in business administration and a master’s in e-commerce.