Kristina Hoffman

About Kristina Hoffman

I am an award-winning, goal-directed marketing and strategic communications leader who inspires teams to deliver measurable results. At MCTS, I improved the company’s brand and reputation and provided executive-level strategic leadership to improve the customer experience (CX). My work drove positive perceptions among taxpayers and policymakers, elevated the rider experience and maintained rider satisfaction. I reported directly to the President and supported executive messaging with a focus on elevating the rider experience throughout the agency. In this role, I also served as the Public Information Officer while strategically directing earned and social media, customer communications, internal communications, advertising (to increase ridership and employee recruitment), the RideMCTS.com website, community outreach, partnerships, and promotions. My remit also included executive oversight of two external advertising/PR agencies and the transit advertising sales company which increased revenue year over year for MCTS. Under my leadership, my team won coveted first place APTA Ad Wheel awards for our SaveTheBus campaign, Human Trafficking Awareness ad and a highly successful Bus Rapid Transit (BRT) groundbreaking event attended by the Governor, Senator, Congresswoman, FTA, and numerous local politicians and business leaders. In addition, under my leadership, my team launched two new brands - the CONNECT bus rapid transit line and the WisGo fare collection system. I am nationally recognized for the SaveTheBus advocacy campaign which was successful in passing a local sales tax to help fund transit. Key Strengths-Ability to see the big picture and develop and execute actionable plans that delivered results-Writing and storytelling targeted to influencers, stakeholders, media, and brand advocates-Presenting compelling transit topics to large and small groups-Empathetic management style with success building, mentoring and directing high-performing teams-Expert handler of crisis communications and reputation management-Skillful on-camera company spokesperson-Orchestrating successful events that won over audiences and garnered significant media coverage-Developing and executing company-wide mission, vision, values workshops.

Experience

1. Chief Customer Experience Officer

   Milwaukee County Transit System

   Feb 2025 — Present · Milwaukee, WI, US

   Currently directing and coaching an award-winning team! I am invested in guiding the strategic direction and implementation of marketing communications and champion the customer experience to increase the use of transit and promote its vital role in the community. I am also the Public Information Officer (PIO), chief spokesperson, and regularly conduct media interviews about MCTS. I handle crisis communications and on-camera media interview for breaking transit news-Leads a 14-person team handling a variety of communications including strategic communications, public relations, media outreach, digital and social media, crisis communications and reputation management, customer communications, and internal communications-Competent writer and editor of storytelling content; annual marketing communications plans, press releases, talking points, internal and external newsletters, annual reports, grants, speeches, award entries, and company website-Advises Managing Director and Executive leadership about message positioning relative to reputation management when talking to the media-Prepares subject matter experts for media interviews-Plans and participates in press conferences-Featured speaker on marketing and media topics at transportation industry conferences-Directs external agency partners on creative strategy, branding and identity. Provide strategic direction to field customer research and put customer insights into actionable KPIs, create advertising campaigns to deliver ROI, and develop social media influencer programs-Embraces a culture of diversity and has spearheaded campaign extensions that support racial equity-Developed public relations campaigns that won First Place in the American Public Transportation Association\'s AdWheel Awards and Excellence Awards for the Public Relations Society of America\'s Paragon Awards competition.

Education

• Valparaiso University

  Communications