Asiya spent the early part of her professional career in PR and marketing in the B2B tech sector before going on to join the transport arm of the NHS, the ambulance service in 2005, leading the regional press office and establishing its digital media strategy. Driven by a desire to join a high growth business, Asiya joined Arriva Transport Solutions – a new business set up to undertake non emergency ambulance contracts on behalf of the NHS – leading major workstreams to mobilise new ambulance contracts, moving from marketing communications and business development to become Director of Product & Business Development within the Arriva UK Bus division in 2016. Here, she led the creation and development of an innovative and digitally based product in the on demand transport sector, steering delivery of the product roadmap. Described as a ‘game changer’ for the bus industry and winner of three industry awards in 2017 and 2018, the app based product was ideated by bringing together a multi-disciplinary product team, driving forward to creation. She was responsible for product development, sales and growth, operational and business models, change management and the transformation stakeholder management required to embed new products within a business at every level.
With a MSc in Corporate Communications and a qualified project manager, Asiya has unrivalled experience in go to market strategy and successful delivery of complex programme mobilisations in the on demand bus market through a deep understanding of the customer, stakeholder, operational and commercial challenges and opportunities.
DAPL specialises in consultancy and delivery of on demand, ride sharing services in the global public transport market. They provide product, service design, technology, operations, business development and strategy consulting services to help their clients to design, procure, test and grow new mobility products and services that integrate with public transport. DAPL consultants are highly experienced senior professionals with direct experience of developing, procuring, operating and growing mobility solutions that integrate with and complement public transport.