Michelle Robertson

Michelle Robertson is a principal marketing representative at San Francisco Bay Area Rapid Transit (BART) and the co-chair of the American Public Transportation Association Storytelling Forum. 

Her focus is strategic storytelling about BART’s impact on the region, its employees, history, technological innovations and its diverse riders. The stories are shared with hundreds of thousands of people via social media, newsletters and more. 

As a member of the BART Communications team, Robertson has developed a series of rider engagement, communications and marketing initiatives, including the rider storytelling series BART Connects (bart.gov/bartconnects), BART’s writing contests (bart.gov/bartlines), One Book One BART (bart.gov/bookclub), and the 2023 and 2024 Transit Saves ad campaigns (bart.gov/transitsaves). 

She oversees BART’s social media and supports the department with project management, video direction and production, media relations, website management and event production. She frequently works across the BART District to assist departments with strategic messaging and communications needs. 

Prior to BART, Robertson was an award-winning journalist for national and local news organizations. Her debut poetry collection, Hate Mail: Thank You for Reading, was published by Vine Leaves Press in 2022. In 2020, she received a master’s degree in English literature from UC Irvine.