Calgary, Alberta · Top 50 Women Leaders of Canada, 2025

Operator. Builder. Behavioural scientist.

25 years running P&Ls in financial services, digital, telecom, and consumer. Currently SVP, Strategy & Growth at ATB Financial. Founder of League, building the Youth Sports Nutrition category. External member of a federal departmental audit committee. ICD.D certified, M.A. Behavioural Economics.

About

I run P&Ls. I build teams. I lead with a point of view shaped by customer evidence.

25 years across financial services, digital, telecom, and consumer. Currently SVP, Strategy & Growth at ATB Financial, accountable for the bank's retail mortgage P&L and strategy across everyday banking, deposits, and credit. Earlier, senior roles at Shaw Communications and WestJet, and agency-side leadership at HUGE. Consulting work as an applied behavioural scientist with Irrational Labs, and adjunct teaching alongside.

Founder of League Nutrition Inc., building the Youth Sports Nutrition category.

I hire well, name the real problem, and give people room to do work they're proud of.

B.Comm, University of Calgary. M.A. Behavioural Economics, Chicago School of Professional Psychology. DBA candidate, Athabasca University, continuing research in organizational transformation. ICD.D, Institute of Corporate Directors. English, French, Mandarin.

Governance & Operating Skills

Digital Transformation Behavioural Science AI & Product P&L & Financial Literacy Regulated Industry Customer & Growth Risk Oversight

In press Top 50 Women Leaders of Canada, 2025 · Bright Leaders of Calgary · Talk: customer, growth, behavioural science

Selected results

ATB Financial · FY26

Net income before provisions on the retail mortgage portfolio, materially ahead of budget.

+33% YoY

ATB Financial · 2018 → 2022

Personal banking app rebuilt. Moved from worst-in-class to top tier in J.D. Power's Canadian Retail Banking Mobile App study.

1.2 → 4.6 ★

ATB Financial · 2016 → 2023

Built ATB's CX and product practice from a five-person team to an enterprise function.

5 → 200+

ATB Financial · AI & product

AI-enabled product programme, including a predictive Next Best Conversation tool supporting 2M+ client interactions.

2M interactions

HUGE · Canada · single year

Scaled the Canadian portfolio from a starting position to a multi-client practice across telecom, retail, and apparel.

~24×

Full P&L detail in CV ↓

Advisory & teaching

Board service

Current Employment and Social Development Canada External Member, Departmental Audit Committee. Advisor to the Deputy Minister on risk, financial stewardship under the FAA, and technology transformation.

Current University of Calgary Alumni Board. Alumni Association and General Faculties Council.

2023 – 2026 Tourism Calgary Chair, Governance & HR Committee. Co-chair, Calgary's Destination Strategy.

Teaching

2022 – 2023 SAIT Adjunct Professor. Applied Product Management and Digital Marketing.

2019 – 2022 Bow Valley College Instructor, School of Creative Technologies.

What's next

Building

2025 → League Nutrition Inc. Founder. Building the Youth Sports Nutrition category. A performance-ready drink system built for athletes still growing while they compete.

Open to

i. Independent board roles Director and advisory appointments. Particular fit for regulated industries, financial services, consumer, and digital-led businesses.

ii. Leadership advisory Selective engagements on customer, growth, digital transformation, and applied behavioural science.

iii. Executive education & speaking Programmes and keynotes on customer, growth, behavioural science, and AI in regulated industries.

jenniferyjkoo@gmail.com→ LinkedIn / koojen→ Curriculum Vitæ (PDF)↓