Dallas Area Rapid Transit (DART) has named Gregory Elsborg its first Vice President and Chief Innovation Officer. Elsborg is tasked with forming new business partnerships, growing DART's “Mobility as a Service” (MaaS) options and leveraging technology.
Elsborg “has a strong track record throughout his career of driving e-commerce, mobile and innovation initiatives across a variety of industries,” DART said. “He has held global and Fortune 500 leadership roles in digital innovation and brand strategy.”
Originally from the United Kingdom, Elsborg studied Marketing at Lancaster University Management School, a Top 5 UK Business School, graduating with multi-disciplinary honors. After a career in the UK, including general management and marketing leadership roles in the transit industry, he relocated to the U.S. in 2011. He lives in the Dallas-Fort Worth region with his wife and son.
Elsborg said the DART position was “one I simply could not pass up. Operating the longest light rail network in the nation, DART is a market leader in the public transit sector with a strong brand and is uniquely positioned to bring a variety of new innovation initiatives to the rapidly changing public transit sector. Coupled with a strong internal talent pool, DART is positioned to rapidly scale innovation initiatives, and I am tremendously excited to lead activities in this newly created role.”