Nathan Walters

Strategic Marketing Supervisor

Edmonton Transit System

Since joining Edmonton Transit (a 2,000 employee Canadian transit authority) back in 2007, Nathan K. Walters has led the direction of the marketing program as the strategic marketing supervisor. He has facilitated the marketing strategy planning process for Edmonton Transit that resulted in several well integrated cross-functional strategic marketing plans.

Walters is responsible for wrangling in and bringing to market one of the nation’s first public-private collaborations with AIR MILES® (LoyaltyOne), a nationally recognized loyalty partner. Not only was this innovation unique as Edmonton Transit ventured into new territory accepting AIR MILES reward miles as fare currency, but also valuable in terms of rider retention. In addition to establishing the program, Walters extended it so customers exponentially earn reward miles the more they choose public transit. This achievement led to Walters receiving, on behalf of Edmonton Transit, the Canadian Urban Transit Association Corporate Innovation Award in Ottawa.

He also led the redeveloping and deployment of a new transit e-commerce website (www.takeETS.com/buytransit), leading a cross-functional team that spanned both internally as well as externally across Canada. The new site introduced new capabilities in terms of navigation, analytics, brand execution and direct e-mail notification. Online traffic continues to grow steadily since the overhaul. Walters also led the development and launch of the Edmonton Transit text messaging service (www.takeETS.com/text). This service enables commuters to receive bus schedule information directly to their mobile device via text message. The advertising strategy Walters rolled out, penetrated the market very quickly as was indicated by the more than half a million messages sent in just the first quarter alone. With this service deemed a success, he is currently managing the monetization side where Edmonton Transit sells digital advertising space through the offering.

In addition, Walters spearheaded ‘THE EVERY DAY WAY’ advertising brand strategy. Working with the award winning ad agency, RED the Agency, Walters successfully introduced a new slogan and advertising platform for the transit authority that continues to be bold, innovative and well received by transit commuters and stakeholders. This advertising platform positions transit as the ‘Preferred Choice of Travel’ while showcasing just how relevant public transit can be on a day-to-day basis.

Walters also successfully pursued and attained an MBA from Penn State (Pennsylvania State University), graduating in August 2010. This experience included a corporate residency in Kansas City, where along with his cohort, he provided the CEO and executive leadership team of international HVAC firm, Ruskin Air & Sound Control, with strategic consultation. Several of the recommendations have since been implemented by the firm.

“As a marketing strategist, I enjoy being an advocate for innovation. Knowing that the strategies and projects I realize have a long lasting impact on how people use public transit to live, work and play within our vibrant city, is invaluable.”

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