2025 40 Under 40: Bobby Lee

Bobby Lee is a seasoned communications and marketing leader with almost two decades of experience. He combines this experience with his role as a lifelong advocate for public transit in the San Francisco Bay Area, currently serving as both public relations officer at the San Francisco Municipal Transportation Agency (SFMTA) and board chair of the Emeryville Transportation Management Association (ETMA).   

His journey began on the ETMA board. There, he learned how robust transit can uplift local communities. Driven to improve community engagement and transit policy, he earned a master's degree from Syracuse University focused on persuasive communication strategies. 

He further developed his transit expertise as director of marketing at LYT, where he directed marketing strategies and public engagement initiatives, later co-leading key communication and public relations efforts. For instance, Lee developed and executed an advertising and outreach campaign for LYT’s transit signal priority product launch on TriMet’s FX2-Division bus route. The campaign included out-of-home ads, TV spots, print and web materials and rider feedback collection. By integrating community outreach and strategic sponsorships, he championed innovative AI technologies for Intelligent Transportation Systems (ITS), reshaping perceptions and engagement.      

Now at the SFMTA, Lee serves as Public Relations Officer in the Livable Streets division, leading public relations efforts for more than 50 transportation projects. He plays a key role in influencing public perception, outreach efforts, and encouraging community engagement. His innovative and collaborative leadership has driven the development of groundbreaking public engagement strategies that effectively bridge the agency’s transportation and public transit functions, and resonate with walkers, bike riders, transit users and the broader community.   

While at SFMTA, Lee has led public relations, outreach, engagement and a merchant construction working group for SFMTA’s Folsom Streetscape project. He also co-led public relations, outreach and engagement for SFMTA’s award-winning Valencia Bikeway Improvement Project.  

As the ETMA board chair, Lee has vigorously championed data-driven solutions and practical policy changes to enhance first/last-mile transit services for Emeryville. Under his leadership, the agency’s automatic vehicle location and passenger counting systems have been modernized, transforming decision-making processes crucial for optimizing passenger services. Lee also helped lead the agency’s most significant upgrade of its real-time tracking and arrival prediction system with a more innovative solution to better meet riders’ needs. He also advocated for enhanced cleaning protocols, and focused service for essential workers during COVID, while improving inter-agency coordination.    

The Emeryville community has greatly benefited from these enhancements. Improved data collection enabled the agency to fine-tune its operating schedules, ensuring that essential workers are well-served during their prime commuting hours. This valuable data also facilitated better coordination with partner agencies, such as Bay Area Rapid Transit, thereby enhancing the overall customer experience.     

Lee fervently champions the needs of transit riders. He connects with customers and transit enthusiasts at numerous events across the Bay Area. His dedication goes beyond casual involvement; he regularly attends open houses and community meetings organized by local transit agencies and municipalities, helping to connect community members and foster collaborative transportation solutions based on shared concerns.    

Additionally, Lee partners with transportation and urban planning advocates to create innovative, community-focused solutions. By contributing written articles to a local news outlet, he keeps the community informed about policy changes and upcoming transit and transportation initiatives, reinforcing his advocacy endeavors.    

He also takes part in industry conferences focused on transit, transportation and ITS technologies, volunteering his time at the events to ensure their success. He mentors emerging transportation and public sector professionals, advocating for their workplace rights and coaching them on their career growth. His commitment to improving public transportation and prioritizing community interests in transportation projects is evident in all his activities. Lee plays a vital role in the local transit landscape, demonstrating a strong connection with the industry, his colleagues and the customers he serves. 

Is there a specific experience that led you to where you are today?  

I spent years in communications and marketing roles at innovative startups around the San Francisco Bay Area and Silicon Valley, working on pioneering projects from financial technologies to AI-driven traffic signal operations software. Yet, my most important choice was to shift my personal and professional goals toward public service—a deeply personal decision fueled by my desire to make a real difference in people's lives. 

Now, working in public service, I have the privilege of helping community members access economic opportunities, find employment and obtain essential services. I am committed to combating inequality by advocating for safe, equitable and accessible transportation. 

These are communities I have known firsthand from a young age through my experiences frequenting public transit. These experiences have strengthened my conviction: real progress depends on giving everyone a seat at the table, ensuring that all voices are heard and giving everyone a chance to succeed. 

What do you enjoy most about your job?  

Connecting with community members is the most joyful and meaningful part of my role. I cherish every opportunity to hear each person's unique life story, as every conversation offers a valuable glimpse into their identity, values and motivations. These interactions not only deepen my understanding of the community but also help me learn more about myself. Moreover, they enable me to translate complex transportation topics into relatable, understandable terms, fostering greater awareness and engagement.

One of the most rewarding moments of my day is witnessing the moment of realization, whether someone better understands a new transportation plan, reevaluates a controversial opinion or shares a heartfelt story about how public transit has positively impacted their life. These moments reaffirm to me the transformative power of human connection. 

What’s the most challenging part of your job?  

A major challenge I encounter is communicating effectively with stakeholders about transportation projects. This becomes even more challenging as public trust in institutions declines, misinformation spreads rapidly and neighbors are less inclined to engage in face-to-face discussions. These issues create a perfect storm for emotionally charged and tense interactions. 

It's crucial to find constructive ways to rebuild trust, de-escalate conflicts and reach compromises within the communities we work in, though these are often very difficult to accomplish. Despite these obstacles, maintaining transparent dialogue and demonstrating a genuine commitment to solving the community’s concerns are vital steps toward developing transportation solutions that benefit everyone. 

What is the accomplishment you’re most proud of and why?  

I am honored to serve on the Board of Directors for the Emeryville Transportation Management Association (ETMA), which runs the well-established “Emery Go-Round” shuttle service providing vital first- and last-mile transit connectivity in Emeryville, Calif. Over the past nine years, I have gained valuable insights into transit operations, passionately advocated for our customers and worked tirelessly to ensure our services reach all community members, including essential workers, students and seniors.  

Three years ago, I became board chair of the ETMA, helping to develop strategic initiatives that improve our service, ensure its long-term sustainability and foster collaboration with city and regional officials. Every day, I dedicate myself to expanding a transit system that adapts to our community’s changing needs and promotes economic and social vitality. 

What is an accomplishment you would like to work towards in your career?  

I am passionate about leading communications, marketing or advocating for the customer voice in an executive/leadership role within a transit agency. Currently, there is a growing disconnect between communities and their transportation systems—many residents question their value, ease of use and overall impact. This gap presents a critical opportunity to highlight the genuine benefits of public transit services and transportation initiatives, while also promoting increased community engagement. 

Drawing on my past experience as a consumer advocate and educator, I aim to further redefine the narrative around transportation projects and public transit. By effectively communicating these benefits, I can help foster greater trust, understanding and support for transportation and transit systems, ensuring they are seen not just as transportation options but as vital, valued community assets. 

What is your best advice/tip/best practice you can share from your area of expertise? 

Network widely and engage with strangers to foster what an old college professor termed "intentional serendipity.” In essence, by intentionally setting the stage for meaningful encounters, you can achieve your goals while also positively influencing others. Embrace this proactive approach to build strong connections and discover new opportunities.