Dallas Area Rapid Transit names its first chief innovation officer

Dallas Area Rapid Transit (DART) has named Gregory Elsborg as its first vice president, chief innovation officer, and will be tasked with finding new business partnerships, growing DART’s Mobility as a Service options and spearheading innovation through technology.

Elsborg has a strong track record throughout his career of driving ecommerce, mobile and innovation initiatives across a variety of industries. He has held global and Fortune 500 leadership roles in digital innovation and brand strategy.

Elsborg said the DART position was one he 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," he said. "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." 

Originally from the United Kingdom, Elsborg studied marketing at Lancaster University Management School, a Top 5 U.K. Business School, graduating with multi-disciplinary honors.  

After a successful career in the U.K., including general management and marketing leadership roles in the transit industry, he relocated to the United States in 2011 to follow career opportunities. He shares his life in Dallas-Fort Worth with his wife and son.