One word to describe yourself: Mirrorball (The Swifties know what I mean)
Alma Mater: Boston University - School of Management
Fast fact about yourself: I am originally a Granite Stater (New Hampshire!)
What’s your best experience on transit and what made it memorable? All the sports championship parade days I have worked in Boston. They are never NOT memorable (for many reasons).
Lizzie Baker, director of marketing and creative for the Massachusetts Bay Transportation Authority (MBTA) Commuter Rail and the acting vice president of the Department of Passenger Experience, Marketing and Revenue at Keolis Commuter Services, focuses on developing strategies to make the Commuter Rail service more accessible, relevant and trusted by riders. She led marketing efforts for the Fairmount Line pilot, promoting 30-minute service and CharlieCard access to better serve urban neighborhoods traditionally underserved by rail.
She joined Keolis Commuter Services in December 2017 as the marketing manager for Commuter Rail and quickly became a catalyst for evolving how the service engaged with the public. She was promoted to director of marketing and creative, where she built the first fully integrated marketing strategy for the Commuter Rail, uniting paid media, owned media, rider communications and brand development into a cohesive vision. In 2025, she was appointed acting vice president of the newly formed department of passenger experience, marketing and revenue.
In 2020, Baker was selected to join the Massachusetts COVID-19 Command Center, following recommendations from both state clients and internal colleagues. In this role, she guided web, design and communications teams in developing clear, accessible messaging and information based on priorities from the Secretary of Health and Human Services’ Office, supporting key initiatives like “Stop the Spread” and the vaccine rollout with a focus on equity and public trust.
One of Baker’s proudest achievements is the creation and execution of the first integrated marketing campaign for Commuter Rail and the development and launch of the Commuter Rail’s $10 weekend ticket. She successfully led the campaign from concept through launch, navigating complex stakeholder relationships, operational constraints and reputational sensitivities.
The campaign helped broaden public perception of Commuter Rail, encouraging leisure ridership and increasing user-generated content that reflected positive experiences and improved brand sentiment. One of its signature components, Commuter Rail TRACKed—a storytelling initiative reflecting rider experiences—was recognized recently with a New England Emmy Award for Branded Content.
Colleagues say Baker has consistently brought fresh thinking and user-focused innovation to the forefront of Keolis’ work for Commuter Rail. She challenged the long-standing assumption that Commuter Rail was primarily for nine-to-five downtown workers with her team’s launch of Massbytrain.com, a leisure travel website, and the new $10 weekend off-peak fare product built in collaboration with the MBTA. The site kicked off with a series of creative maps and curated destinations across the system, sparking a new narrative that Commuter Rail could be for concerts, coastal adventures, food tours and spontaneous weekend getaways. This campaign inspired more riders to see the train as not just a utility, but a route to enjoyment, opportunity and connection.
She also pushed for deeper community outreach and accessibility. Baker spearheaded an initiative to work directly with local organizations to co-create materials that would increase awareness of Commuter Rail options and remove informational and cultural barriers to access.
Internally, Baker is known for her steady, cross-functional leadership. For more than seven years, she has collaborated with the Joint Sales and Marketing Board, a multi-agency team that includes MBTA marketing, railroad operations, public relations and fare policy leaders. This group has become a model for integrated planning, ensuring every campaign and message is aligned, approved and coordinated across key stakeholders.
In 2023, she was invited to speak at the American Public Transportation Association’s Rail Conference, where she shared insights on how Keolis adapted to shifting travel patterns and implemented marketing strategies to restore ridership on the Commuter Rail following the COVID-19 pandemic. She was also a panelist at the 2024 Commuter Rail Coalition Conference, where she shared her insights on how Keolis and the MBTA are using storytelling, social media and new digital communications and branding to reframe Commuter Rail as a modern, inclusive and joy-driven option.
As a founding member of the MBTA–Keolis Revenue and Ridership team, she has helped shape a marketing function that is deeply connected to both the commercial and human sides of public transit.
Outside of work, Baker is an active supporter of DOVE Inc., which serves individuals impacted by domestic and partner violence, and a supporter of Pine St. Inn, a leading organization working to end homelessness in Greater Boston.
She also sees her professional work as a form of local advocacy, helping residents across Greater Boston discover and benefit from the freedom and connection that public transportation makes possible.
Is there a specific experience that led you to where you are today?
Working at my hometown Chamber of Commerce in Nashua, N.H., was foundational. It was my first real exposure to public service through a marketing lens. I got to see how storytelling and strong branding could help small businesses thrive, build community pride and create momentum for civic projects. That early experience gave me a deep appreciation for using communications as a bridge between systems and people, something I carry into all my work today, especially in public transit.
What do you enjoy most about your job?
I love helping people realize that public transportation is not just a necessity, it can be a joyful, empowering and even life-enhancing resource. When someone tells me they took the train for the first time because of one of our campaigns, it reminds me just how meaningful our work is. Knowing we’re making someone’s day a little easier, that’s everything to me. It’s why I do what I do.
I also really enjoy mentoring my team that allows each individual to grow into leaders themselves. I also work to create a team culture that is positive, supportive and allows everyone to thrive.
What’s the most challenging part of your job?
Balancing long-term vision with day-to-day realities. In public transportation, there are always urgent operational needs, stakeholder pressures or external narratives that can shift attention quickly. I’ve had to learn how to stay grounded in the mission while being agile and responsive. It’s a constant practice of resilience, patience and communication.
What is the accomplishment you’re most proud of and why?
One of my proudest accomplishments is launching the first integrated, paid and owned media marketing campaign for the MBTA Commuter Rail and the development and launch of $10 weekends. It was bold, collaborative and honestly a little vulnerable, but we led with authenticity and joy, and it resonated.
The campaign helped broaden public perception of Commuter Rail, encouraged more leisure ridership and sparked an increase in user-generated content that reflected real, positive experiences. One of its signature components, Commuter Rail TRACKed—a storytelling initiative highlighting rider voices—was even recognized with a New England Emmy Award for Branded Content.
The campaign didn’t just drive results, it helped shift the tone around what Commuter Rail can be for riders. The Emmy was the cherry on top, but to me, the real win is seeing how we’ve collaborated to make a lasting impact and bring more people and more journeys onto the system.
What is an accomplishment you would like to work towards in your career?
I want to continue shaping how public systems engage with the people they serve. I’ve really enjoyed working in transit and other public-facing spaces because they’re such an important part of people’s everyday lives, and yet, they often feel disconnected from the communities they’re meant to support. That could be through transit, government or community partnerships, but ultimately, I want to make systems feel more approachable, accessible and easy to navigate.
Long-term, I’d love to create a national playbook on best practices for community-centered marketing in public infrastructure that is something that will help agencies, cities or service providers build trust and meet people where they are with best practices on how to empower and communicate with clarity and care.
What is your best advice/tip/best practice you can share from your area of expertise?
One of my best pieces of advice is to start by listening and understanding first. It is easy to assume we know what people want, whether you're building a brand campaign, designing a rider guide or working across departments, but I have found that our best ideas will come from actually hearing what people need and not assume you already know. And reminding yourself along the way that it never hurts to take a time out and say, “Why are we doing this again? What’s the goal?”
And when it’s time to communicate, I’ve learned less about being perfect and more about being clear and making a real connection. You can always refine, but if your message is clear and rooted in real needs, you’re already ahead.
About the Author
Brandon Lewis
Associate Editor
Brandon Lewis is a recent graduate of Kent State University with a bachelor’s degree in journalism. Lewis is a former freelance editorial assistant at Vehicle Service Pros in Endeavor Business Media’s Vehicle Repair Group. Lewis brings his knowledge of web managing, copyediting and SEO practices to Mass Transit Magazine as an associate editor. He is also a co-host of the Infrastructure Technology Podcast.