Doing More With Less
Moulton once saw budget limitations as a challenge. Now she sees them as an opportunity.
What's it like working for the nation's first subway system? For Barbara Moulton, director of marketing communications at the Massachusetts Bay Transportation Authority (MBTA), it's fast-paced, exciting, and eventful. "No two days are ever the same," says this 14-year MBTA veteran.
Moulton joined the "T" in 1990 as manager of administration and finance for bus operations. Her undergraduate degree in business administration and marketing, coupled with her personality, strengths, and previous professional experience, quickly led her to the marketing department. With increasing responsibilities there, Moulton gained a reputation in the organization for producing extraordinary results to ordinary challenges.
"I've witnessed a lot of change over the last ten years in the structure of communications within the transit industry. I've been able to adapt to it and capitalize on it, but there's more on the horizon. I'll be poised to make the most of those changes with my degree from Simmons."
Moulton says she considered getting an MBA, but decided the MCM at Simmons was better suited to her career goals and current responsibilities. "I've been able to immediately apply what I've learned and to focus on the skills I wanted to hone for professional advancement. The program's coursework builds upon itself, providing a broad foundation of concepts that all communicators can use."
And strengthening her "tool box" is something Moulton is eager to do. "Our post-September 11th society has required a reallocation of resources into security and physical improvements to our transit system. This is good, but it makes it difficult to secure funds for marketing initiatives. We have to do more with less, and there's always competing priorities. I used to see this kind of scenario as a challenge; now I see it as an opportunity."
Most recently, that opportunity has come in introducing Boston's first Bus Rapid Transit (BRT) service to the city's commuter population. "Launching a public awareness campaign for the Silver Line has been very exciting. My greatest reward has come in clearly communicating the complex features of this state-of-the-art transportation system and in synthesizing marketing techniques into all aspects of our overall business strategy."