Then vs. Now: Vanessa Jasinski on How Marketing + Leadership Have Evolved
The Setup Women in Marketing series spotlights incredible leaders making an impact across the industry. We’ve been sharing the inspirational stories of women in marketing since 2019 - stories of leaders whose experiences and insights have shaped the industry.
When we first featured Vanessa Jasinski, VP of Marketing at YES! Communities, her perspective centered on one powerful idea:
“The one constant is people and how our brand benefits them in a positive and lasting way. That’s my inspiration - People.”
That belief anchored her approach to marketing in 2021 when we first interviewed her and still does today five years later. But as the industry has rapidly evolved, so has the way she applies that mindset.
A Changing Industry, Same Core Focus
Over the past few years, marketing has undergone a major transformation, largely driven by advancements in technology.
We asked Jasinski how marketing has changed in the last few years and about what she is prioritizing most.
“AI, AI, and more AI! The rapidly evolving capabilities of AI technology and how to leverage it in the right way (for example Agentic AI) with keeping a human and real approach to marketing, conversations and to your business.”
While AI is reshaping how marketers operate, her original perspective still rings true. At its core, marketing is still about people, now with the added challenge of maintaining authenticity at scale.
Evolving as a Leader
Earlier in her career, Jasinski was encouraged to think boldly:
“If you aren’t scaring me with your ideas Vanessa, you’re not doing your job.”
That mindset has stayed with her, but her leadership style has matured with experience. We asked how her leadership style has evolved over the years and she shared, “I am now getting close to 30 years in the marketing industry and how I evolve is I have adapted to change; I adjust and sometimes I just let things that aren’t worth letting you get bogged down go. In this field, our projects can be overly scrutinized because they are tangible and people will have opinions, which is fine, but going with your gut sometimes means taking a chance. Marketers aren’t supposed to be ‘safe’—they are the thinkers and the growth generators for many businesses. Thinking out of the box is what we are meant to do—and that to me is meaningful and how I continue to evolve.”
Her evolution reflects a shift many seasoned leaders experience as they move away from proving ideas to trusting instincts and empowering others to take smart risks.
Advice Then vs. Now
In her earlier interview, Jasinski emphasized confidence and speaking up:
“Be proud and confident in your ability… take a seat at the table where your opinion and ideas matter.”
Today, that advice has become more personal. We asked her to share advice to her past self and she stated the following, “You make choices in life that take you places— enjoy the ride, live your life to the fullest and don’t compromise who you are. Being you is just where you should be.”
It’s a reminder that growth is about staying grounded in who you are.
What She’s Saying “No” To
Early in her career, Jasinski leaned into learning and adaptability:
“When you can show you are willing and able to learn and live the business, people accept and embrace that.”
We asked her what she is saying “no” to, and her answer indicated that her focus has shifted to building the right environment. “Finding the right people for your team is a crucial component to ensuring the success of the company, of the department and for others on your team. A balance of people who are ‘High Value’ and ‘Low Maintenance’ will succeed. Remove negativity and toxicity quickly and say no to those that don’t embody the team work ethic and passion for marketing.”
Her leadership style indicates that she is a big advocate of protecting peace and exerting energy towards positivity.
Lifting Others as You Grow
Jasinski has always believed in pushing others to think bigger:
“Come to the table with out of the box ideas and thinking so that you can challenge yourself and the organization you are working for.”
Today, that belief shows up in how she leads her team. We asked her how she is helping other women rise. She answered, “Listening and learning. I have a few women on my marketing team who are incredibly talented and passionate about the industry. Listen to what makes them tick and position them in roles and on projects that give them the ability to shine. When they succeed, you succeed.”
What Still Brings Her Joy
Through all the change, one thing has remained constant. Jasinski cares about people, and that focus continues to define her work today.
“My team is the reason why my days are full of joy. I love seeing members on my team who are good people, hardworking and passionate about the industry. Seeing their commitment and dedication is what matters most.”
Jasinski has always believed in adapting to the evolving consumer landscape. In 2021 she said, “The consumer landscape is always evolving and, as marketers and business people, we need to always look for the hints with consumers and adapt our business.”
Today, that evolution is centered on AI. She noted about emerging trends, “The capabilities of AI are so powerful, yet not fully explored. Using the capability of AI to explore progressing this phenomenal industry even further. PS, none of my answers above used AI (all me)!”
Jasinski’s journey reflects what it means to grow with the industry. While the tools and trends continue to change, the foundation remains the same: curiosity, courage, and a deep understanding of people.
Marketing may look different today than it did a few years ago, but for leaders like Jasinski, the mindset that drives success hasn’t changed. Stay human, stay present, and consistently grow.
The Setup Women in Marketing series spotlights incredible leaders making an impact across the industry. When we first featured Vanessa Jasinski, VP of Marketing at YES! Communities, her perspective centered on people. That belief anchored her approach to marketing in 2021 when we first interviewed her and still does today five years later. But as the industry has rapidly evolved, so has the way she applies that mindset.