Georgetta Nicol
Director of Marketing @Washington Metropolitan Area Transit Authority (WMATA)
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WORK HISTORY
Director of Marketing @Washington Metropolitan Area Transit Authority (WMATA)
Washington, DC, US
I serve as the enterprise marketing, brand and growth leader for the nation’s third-largest transit system, leading a 25-person organization spanning brand strategy, creative, media, digital platforms, partnerships and commercial revenue.In this role, I am transforming marketing from a service function into a performance-driven growth engine supporting ridership, revenue, reputation and customer experience.Key highlights- Lead WMATA’s enterprise marketing, brand governance, creative, media, digital, partnerships, and non-farebox revenue programs- Evolved the marketing organization into a performance-led, enterprise growth function- Led mobile wallet adoption strategy driving 29% conversion and 50M mobile transactions in a single month- Built and launched a modern retail and merchandise platform, delivering 324% year-over-year revenue growth- Led recruitment marketing strategy increasing bus operator applicant flow by 63%
EDUCATION
Duke University
BA, Psychology, Sociology
Georgetown University
Certificate, Web Design & Development
SKILLS
ABOUT GEORGETTA NICOL
I’m a senior marketing and growth executive who specializes in transforming legacy institutions into modern, culture-driven brands. I currently serve as Director of Marketing at WMATA, where I lead a 25-person team and oversee a broad portfolio spanning brand, growth, digital, retail, and revenue-generating initiatives across the DMV.I help drive Metro’s transformation from a transit system into a cultural icon — evolving and scaling its merchandising and retail business, modernizing the brand and marketing engine, and building integrated, data-driven growth and engagement programs. My work includes leading high-impact pop-ups and limited-edition collections, expanding non-farebox revenue channels, and driving campaigns that power tens of millions of mobile fare transactions while delivering measurable gains in ridership, revenue, and brand affinity.I’m known for building high-performing, modern marketing organizations — transforming traditional teams into agile, insight-driven engines that blend creativity, operations, and performance. My leadership sits at the intersection of brand, growth, and commercialization: from partnerships and retail to digital platforms, media, and customer experience.My focus is on building brands people love, growth engines that scale, and teams that deliver — especially in complex, high-impact organizations.
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