Human Resources

The CMO Files: Lori Anne Wardi, Vice President of Brand, .CO

Get inside the mind of the world's top marketing professionals. In 20 questions we find out what they love most about their job, what their biggest achievements are... and what keeps them awake at night. Read 'The CMO Files'...

Name: Lori Anne Wardi

Organisation: .CO

Job title: Vice President of Brand

Location: Miami, Florida

(1)     Where were you born and raised?

I was born and raised in Brooklyn, New York.  While I currently live in Miami, I’ll always be a Brooklyn girl at heart!

 (2)     What was your first job? 

Babysitting.  (I’m not sure why people would trust their baby to an 11 year old girl – but I had lots of customers back then, so I must have been pretty good!)

(3)     What was the first product you got really excited about? 

My giant, yellow, waterproof Sony Walkman. God, how I loved that thing!  (Yes, I’m that old!)

(4)     Who has been the biggest influence on your career?  

Juan Diego Calle, the CEO of .CO. He’s an inspiring leader with a great vision.  He expects great things from the people on our team – and that makes each of us give everything we’ve got to rise to the occasion!

(5)     What has been your greatest achievement?  

Launching the .CO domain and helping to build a thriving community of innovators and entrepreneurs who are building the future online.

(6)     What has been your biggest mistake? 

There are no mistakes.  I firmly believe that. If you are willing to pay attention to the lessons that life is trying to teach you, then every foible, misstep and mishap ultimately serves a good purpose.

(7)     What is your greatest strength?

I think my greatest strength is that I am always open to new people, ideas, experiences and possibilities. Being open keeps life interesting, as I tend to make a lot of remarkable friends – and sometimes, incredible opportunities just seem to fall out of the sky.

(8)     What is your biggest weakness?


(9)     What do you think is the aspect of your role most neglected by peers? 

Leveraging partnerships to maximize your impact.  Partners can be an incredible force multiplier, spreading your brand message to new markets, geographies and customers you could never hope to reach on your own.

(10) Which word or phrase is your mantra and which word or phrase makes you squirm?

My mantra:  “Anything is possible!”

Makes me squirm: “sssshhhhhh”

(Is there anything ruder than someone who ssshhhhh-es another person?)

 (11) What makes you stressed?


(12) What do you do to relax?

Relaxing has never been my best skill. This said, I do love traveling, checking out new restaurants, and getting a great massage!  A little retail therapy always helps too!

(13) What is your favourite song? 

Human Nature, by Michael Jackson

 (14) Which book taught you most? 

I love The Dip, by Seth Godin. It’s a really short book that teaches you when to quit and when to stick with something.  It debunks the myth that “winners never quit and quitters never win…” In fact, winners quit all the time. They just quit the right stuff at the right times!

(15) Do you have a team or sport that you follow?

I’m generally not much of a sports fan, but I did thoroughly enjoy watching the Miami Heat win the NBA Finals this past week.  Go Heat!

(16) Which country would you like to work in?

Italy.  Actually, I’d like to do everything in Italy.

(17) Which company do you think has the best marketing?

I love Nike’s marketing. It’s engaging, emotional and always inspiring. I also think Warby Parker gets an A+ for building a powerful, authentic brand that marches to the beat of its own drummer.

(18) What do you love most about your job?

I love that each day I’m able to help fellow entrepreneurs to pursue their dreams and achieve success online. Plus, I work with an incredibly fun and talented team, so there’s never a boring moment!

(19) What is your favourite book?

Pride and Prejudice

(20) What keeps you awake at night?



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