Jasmin Van Straaten

Digital Automation Specialist with 11+ years of experience driving lifecycle marketing and revenue growth across financial services, retail, and hospitality industries. 4+ years’ experience in Salesforce Marketing Cloud (SFMC) designing and implementing data-driven, automated and real-time triggered journeys that increase engagement, retention, and revenue. Skilled in leveraging data, SQL, AMPscript, and CRM integrations to deliver targeted customer experiences and optimize performance through analytics, testing, and continuous improvement.

Digital Automation Specialist - Servus Credit Union - Calgary, AB

(2025-11)

• Own end-to-end execution of multi-audience lifecycle campaigns within Salesforce Marketing Cloud, supporting member acquisition, engagement, and retention initiatives
• Develop personalized email content using dynamic content and AMPscript to target audiences effectively and improve engagement
• Collaborate cross-functionally with Data, CRM, Product and Marketing Agile Squads, delivering on marketing KPIs with minimal supervision
• Collaborated with Solution Architects to integrate external credit card application system into Salesforce CRM, developed and built a real-time triggered journeys to support member communications
• Designed and deployed automated renewal journeys leveraging the CRM and SQL, improving lifecycle efficiency and reducing manual campaign execution
• Built and launched a special offer alert subscriber program using CloudPages and AMPscript, achieving 15% month-over-month subscriber growth and contributing to $21M in product sales.
• Conduct A/B testing on subject lines, content, and send timing, improving engagement and conversion rates
• Identify, diagnose and resolve technical issues to minimize downtime and opportunities to optimize
• Maintain data hygiene and segmentation accuracy across 800K+ member records

Marketing Automation Advisor - connectFirst Credit Union - Calgary, AB

(2022-06 - 2025-10)

• Marketing automation strategy to drive member growth and engagement across Retail, Wealth, Small Business, and Agriculture portfolios
• Launched first automated digital onboarding journey → 36% increase in member connection score
• Automated preapproved loan campaign→ $4.59M in funded loans
• Developed first digital scholarship application leveraging Form Assembly and SFMC → 30% increase in applications
• Managed multi-channel campaigns (email, landing pages, paid media), segmentation, reporting, and database optimization in SFMC

Brand & Marketing Business Partner - connectFirst Credit Union - Calgary, AB

(2021-11 - 2022-06)

• Collaborated with lines of business to develop proactive solutions to increase member retention, share of wallet and acquisition opportunities
• Worked with the Sponsorship, Community and Events Lead to deliver community engagement strategies
• Co-launched community grant program across 44 branches
• Led direct mail communications strategy

Marketing Coordinator - connectFirst Credit Union - Calgary, AB

(2019-05 - 2021-11)

• Oversaw marketing operations for 40+ branches, ensuring timely delivery of campaign and event materials
• Supported the maintenance of digital channels, including website, Google Reviews and IVR messaging to enhance customer engagement
• Played a key role in the organization’s rebrand, managing the rollout of updated assets and supporting effective communication strategies, including the update of more than 150 member communications
• Executed more than 600 pieces of creative assets to support 14 campaigns in-market throughout a single fiscal year leading to our most profitable year in organizational history

Marketing Coordinator, Traditional Retail Division - JD Group - Sandton, South Africa

(2017-12 - 2018-10)

• Managed ATL elements for four brands, conceptualization to final delivery, booking all media, print and distribution across South Africa, Namibia, Botswana, and Swaziland
• Copywriting support through script writing and storyboards for TV and radio
• Directed media bookings, campaign execution, and budget management exceeding $17 million
• Took on additional role of Studio Traffic Manager for 4 months where I managed 5 designers’ output to ensure creative was executed on time

Marketing Coordinator - Rochester Furniture, JD Group - Sandton, South Africa

(2017-02 - 2017-11)

• Managed all ATL and BTL marketing efforts, budgets, media bookings, and campaign coordination
• Collaborated with designers to develop creative assets and ensure timely campaign execution
• Managed budgets of more than $1,5 million per year
• Increased website traffic by 30% through targeted email campaigns
• Supported and executed a rebrand for the organization through developing and executing 100s of internal and external facing assets to ensure consistent branding

Direct Marketing Specialist - White Pearl Resorts - Sandton, South Africa

(2016-03 - 2017-02)

• Led digital marketing strategy (SEO, AdWords, social), increasing social following by 30–45% and improving occupancy
• Managed content, design, and PR communications to enhance brand visibility

Marketing Coordinator - White Pearl Resorts - Sandton, South Africa

(2015-01 - 2016-02)

• Supported marketing initiatives, including design, content, procurement and event coordination
• Assisted with finance and sales support, managing branded procurement and online guest feedback
• Led community investment campaign for corporate social investment initiative “Growing Pearls” resulting in $10,000 in donations

Honours Bachelor Of Commerce - Entrepreneurship and Marketing - North-West University, South Africa

Graphic Design (Short Course) - North-West University, South Africa

Bachelor Of Commerce - Marketing Management - North-West University, South Africa