Foothill Transit (Veolia Transportation) Director of Marketing and Communications Felicia Friesema.
Felicia Friesema hit the ground running, almost literally, as Foothill Transit’s public information officer in 2003. Her first day on the job coincided with a massive union strike in a neighboring transportation agency in Los Angeles, and she often credits that day with cementing her commitment to a career in public transit.
Within hours Friesema was on the streets, greeting and directing customers and answering media calls about Foothill Transit service. She was promoted to marketing and communications manager in 2005 and was recently promoted to interim director of marketing and communications.
In her nearly nine years at the agency, Friesema has managed numerous media campaigns and marketing initiatives, including two pivotal website redesigns, the agency’s first forays into social media and has had articles published both here and in Europe about Foothill Transit’s unique public-private partnership.
She’s a staunch advocate for Foothill’s riders and is a champion of its sustainability initiatives. In her spare time, Friesema volunteers with the UC Cooperative Extension in Los Angeles to teach safe food preservation to low-income communities and schools.
“... Transit brings so many diverse parts of our community together to advance a common goal ... It’s one of the few places where you can find common ground between disparate interests ... So often public transportation is seen as an alternative to the car; I’d like the car to be the alternative.”