Room: International AB
Sponsor(s)
 
Session Description
Stream: Leadership Stream
Sponsor: Hanover Displays
Chair and Moderator: Melissa Fernandes – Brampton Transit
Speakers:
1. Brigitte Pawliw-Fry – Transit
2. Melanie Clarke – OC Transpo
3. Melissa Fernandes – Brampton Transit
4. Sharon Donchev – Metrolinx
Agenda:
1. Omnichannel Consistency – Do you strive for consistency across platforms or does each platform has its own? What are TA’s doing? What new channels/platforms are being used “bluesky”? Has the tone changed in regards to online messaging?
– Ensuring Seamless Brand voice and service quality across all platforms.
– Integrating marketing campaigns with customer service workflows.
2. Bus stops and the customer experience:
Poor lighting. Cleanliness. Available shelter. The amenities (or lack thereof) at a bus stop can deeply influence a rider’s perception of their local transit service.
How is your agency quantifying the impact of stop infrastructure on the customer journey? Furthermore, which interventions—from amenity upgrades and safety lighting to real-time data displays—are you prioritizing to elevate that experience?
To kick off the discussion, Brigitte Pawliw-Fry from Transit app will share a data-driven story from Kingston Transit. By using rider feedback from TransitÂ’s Rate-My-Ride in-app survey, Kingston Transit is uncovering exactly how stop conditions influence rider satisfaction and using those insights to direct infrastructure investments where they matter most.
3. Lessons from TransLink: A Customer Experience Roadmapping Discussion – Brigitte Pawliw-Fry, Transit App
TransLink in Vancouver recently released its 2026–2030 Customer Experience Action Plan — a five-year roadmap built around a simple customer promise: “To always put you first — your safety, your time, and your connection to the people and places that matter most.”
The plan is grounded in direct rider feedback from over 1,000 customers and organizes priorities into five areas: Operational Reliability, Communication, Frequency and Convenience, Safety and Security, and Comfort and Cleanliness. Each priority is backed by specific, funded initiatives and tracked against a public report card.
This discussion will review TransLink’s approach and invite reflection on how its principles apply to transit agencies across Ontario—keeping in mind the differences in scale, funding, governance, and ridership context across the province.
4. OC Transpo Marketing Campaigns – Melanie Clarke
5. 2026 FIFA World Cup
Toronto is hosting several matches this year. This isn’t just a TTC or Metrolinx issue; it’s a regional capacity challenge for all GTHA agencies. How do we handle “Wayfinding Harmonization” for international visitors who have never used PRESTO or the system before? How are you all planning to offer wayfinding materials (signage, maps, apps) for navigating to matches and then back to their accommodations?
5. Round Table Topics
Speaker(s) / Presenter(s)
Melanie Clarke – Transit Marketing Lead, OC Transpo
Bio:
Melanie joined OC Transpo in November 2025 after spending the last decade in the technology sector. Most recently, she worked at Shopify where she led their international marketing strategy. Melanie has extensive experience working across global markets, with a strong focus on large scale content delivery, translations, and optimizing the digital customer journey and experience.
Sharon Donchev – Manager Planned Communications, Metrolinx
Bio:
Communications leader focused on translating complex organizational goals into clear, human-centered strategies that build trust and deliver measurable impact.
Known for balancing analytical thinking with creative execution, I use insight, data, and collaboration to design communications that connect people to purpose.
Passionate about innovation and continuous improvement, I help teams work smarter, strengthen engagement, and align every message with the organizationÂ’s broader vision.
Moderator(s)
Melissa Fernandes – Customer Experience Marketing, Brampton Transit