Lori Mastronardi Email & Phone Number

Toronto, ON, CA

Toronto, Ontario, Canada

I lead our Join BMO portfolio, which helps new customers choose and apply for a bank account. I manage a team of talented product designers and content designers focused on optimizing both our bank account application and our BMO.com experience. In this role, I was given a 2023 BMO Leadership Award. Previously, I managed a team of content designers and.

I oversaw all content for the BMO mobile app—which Forrester recognized as #1 across the big banks for 2 years in a row. In this role, I led a team of content strategists who elevated the experience across our mobile app and BMO.com in both Canada and the U.S.

I was the lead content strategist on the complete redesign of the BMO Mobile Banking App and the creation of the BMO Skill for Amazon Alexa. After our redesign, Forrester gave our content a score of 91 (the highest across the big banks).

Toronto, Canada Area

• In this role, I created and executed content strategies for global digital properties including bmo.com and bmoharris.com.
• Led content strategy for digital redesigns and optimizations that increased revenue and boosted conversion rates
• Drove a mobile-first and needs-based approach that connected with our customers
• Partnered with product and marketing stakeholders to define and create content that successfully supported marketing campaigns, product launches and other business goals
• Collaborated with an agile team of developers, UX designers, QA analysts, digital managers and key business stakeholders to launch projects effectively
• Managed freelance writers and supported new hires to ensure all copy adheres to brand standards, SEO best practices and overall project goals

Toronto, Canada Area

• As editorial manager, I brought complex financial topics to life by presenting them in a conversational and easy-to-read format. Here are a few highlights:
• Managed the creation, approval and publication of 100+ articles and infographics annually
• Propelled our financial blog to become a Finalist at the Content Marketing Awards, which is the largest international content marketing awards program
• Created content strategies that met company objectives while fulfilling customer needs, including a redesign that boosted revenue by 15% YOY as well as numerous site optimization experiments that also helped increase.
• Partnered with social media managers to create compelling content that drove results on Facebook, Twitter and LinkedIn

Toronto, Canada Area

• I enjoy working with small businesses and start-ups—helping them define, create and fine-tune their brand voice. My specialties include digital content strategy, copywriting, email marketing and style guides. Past.
• The Bullet: Helped develop/refine the brand voice and content strategy for The Bullet’s daily newsletter & website explainers
• Blue Ant Media: Wrote ad copy, show descriptions, e-course material and taglines to support specialty channels such as Makeful, T+E, Cottage Life, Love Nature and HIFI
• BRIKA: Provided editorial direction for newsletters and website content
• Corus: Collaborated with creative manager on social media campaigns and wrote branded articles
• The London Free Press: Wrote a weekly column covering the city’s music sceneIf you’d like to learn more about my freelance business, swing by my site: lorimastronardi.com

Toronto

• Helped build and fine-tune overall brand voice and strategic direction
• Conceptualized and created final copy for e-commerce marketing campaigns, including newsletters, ad units and social media
• Wrote sponsored articles and product descriptions
• Expanded social media influence through Twitter and Instagram
• Tracked and analyzed sales targets and social media campaigns
• Worked with a small team to launch The LUXE Life, a fashion and lifestyle website. My role included creating weekly features, writing and editing content, and working with freelancers

Toronto, Canada Area

• Played a key role in the development and execution of marketing strategy for consumer and trade divisions
• Wrote copy to support print, radio and digital campaigns. Highlights include:
• iVillage Canada launch: Wrote all marketing and PR copy for the global brand’s Canadian launch
• RDeals brand: Part of a three-person team responsible for creating brand look and voice
• Rogers Digital Media redesign: Wrote all copy for corporate website and re-branding campaign

• As part of a small but mighty team, we won 3 Canadian Marketing Awards for a campaign called The Sweetest Giveaway Yet. In this role, I also:
• Wrote ads, email newsletters, and press releases for all major marketing campaigns
• Copyedited all editorial content, including daily email newsletters across four cities
• Wrote our 70-page brand guidelines document to provide guidance to the entire team

Remember picking out books from the Scholastic Book Club flyers? I helped choose the books we featured and also wrote and/or edited the materials.

As Deputy Editor, I supported the daily publication of our university newspaper. I helped manage a 20-person editorial team and a $300,000 budget.Before moving into my Deputy Editor role, I was an Arts & Entertainment Editor for two consecutive years.