Women of Shared Micromobility LinkedIn Development Series

On November 12, 2020, NABSA launched its Women of Shared Micromobility LinkedIn Development Series featuring contributions and insights from NABSA members and partners. The series will cover a variety of important industry topics ranging from operation to sponsorships.

Each week will focus on a new topic and have a guest post from 1-2 contributors. Weekly topics:

  • Week 1: Operations
  • Week 2: Diversity & Equity
  • Week 3: Marketing
  • Week 4: Community Engagement
  • Week 5: Sponsorship
  • Week 6: Navigating Legislation

Week 1


Monica Wejman headshot
General Manager – Bike Share Toronto at Shift Transit

Monica Wejman discusses how several changes Shift Transit made to its Bike Share Toronto rebalancing efforts led to a 27% Y-o-Y increase in usage.

Monica is the General Manager of Bike Share Toronto, responsible for overseeing the day-to-day operations of 625 stations and 6,850 bikes. A Toronto native, Monica started her career in mobility with Zipcar, where she oversaw record-breaking acquisition numbers for the Toronto market. In 2013 she launched Zipcar in Detroit, Motor City where car ownership was the predominant way of life. Detroit quickly became one of the best-performing markets with utilization soaring and the strongest NPS across North America. By the end of her tenure with Zipcar in early 2017, Monica was responsible for delivering operational excellence for Zipcar across Michigan, Ohio, Wisconsin & Minnesota.

At Shift Transit, Monica has led the Bike Share Toronto team through two consecutive expansions, growing the system footprint by 30% in 2019 and 35% in 2020, as well as the successful launch of e-bikes into the fleet. In 2020, Monica is focusing on operational optimization, driving Bike Share Toronto’s record-breaking ridership & revenue, while providing Torontonians with a safe, reliable, and healthy commuting option.

Week 2

Diversity and Equity

Farrah Daniel – Better Bike Share Partnership Writer at PeopleForBikes

Farrah Daniel of PeopleForBikes discussed equity and community engagement in bikeshare and how the two go hand-in-hand. Creating an equitable bikeshare system is possible through a series of combined and continued efforts from advocates, cities, operators and community groups. Together, they can ensure honest and strategic engagement is at the core of the implementation of accessible mobility options. Read more here.

Farrah is in charge of all communications for the Better Bike Share Partnership. She’s eager to bring more awareness to bike share issues, plus tell new stories about developments in the community.

After graduating from the University of South Florida, Farrah focused on finding a career that both helped and elevated people and communities. From working in an autism clinic to working for a personal finance magazine whose mission was to help Americans save more money, she’s had the opportunity to (hopefully) make a difference in people’s lives. And the best part is that she gets to keep doing just that with BBSP!

Since moving to Denver, Colorado, Farrah spends nearly every weekend exploring the mountains and seasonal flora. And when she gets a new bike, Farrah plans to safely ride through mountains and cities as often as she can.

Destinie Hammond – Communications Manager at NABSA

Destinie Hammond of NABSA discussed how the shared micromobility workforce needs to be as diverse as the communities we serve and what we can do to achieve that. NABSA partnered with the Better Bike Share Partnership to develop the Workforce Diversity Toolkit and Self-Evaluation Workshet. Find both here.

Destinie is a marketing and communications leader with 6+ years of experience in strategy development and user engagement through partnership cultivation and creative problem solving across non-profits, startups, and large corporations. She previously held the role of Community Engagement Coordinator at JUMP by Uber and helped launch New Orleans’ first bikeshare system, Blue Bikes NOLA. Based in New Orleans, she is excited to coordinate and amplify NABSA’s story.