BMO Digital Marketing Strategy


Bank of Montreal


Marketing Planning, Strategy Analysis, Brand Development, Email Deployment


2017 – 2019


As the lead digital strategist, my role was to develop a strategic plan for digital adoption initiatives. Key activities included: Overseeing the budget, planning and implementation of all marketing initiatives for the Canadian Digital Channels team. Focus on setting the strategic direction for Canadian Digital Team by driving digital awareness and adoption. Introducing behavioural economics programs to the marketing team that helped leverage insights into digital banking initiatives.

I collaborated with LOB’s to develop and launch a national marketing campaign for BMO’s first A.I. Chatbot (BMO Bolt). This included an omni channel marketing plan that spread over 3 months. In addition, I worked on the design and management of the marketing messaging for BMO’s new Mobile Cheque Deposit App feature.

Our efforts also increased campaign adoption rates from 2.1% to over 15% by leveraging personalized incentives during our adoption campaigns. With an anticipated ROI over 200%.