New Product & Business Development Director for Demand Responsive Transport at Arriva, Asiya Jelani is responsible for the creation and launch of ArrivaClick, a product that has been described as a “game changer” for the bus industry. Asiya has taken a new product to market and is now leading its expansion across the UK. Starting out as a PR and marketing graduate trainee in 2000, Asiya went on to spend a number of years in the emergency and non-emergency ambulance sectors and brings a mix of public and private sector transport knowledge and experience to her current role. In the last year she has led the team at Arriva to mobilise two complex mobilisations, winning three industry acclaimed awards for innovation. A proud Northerner, Asiya is passionate about pushing herself and others out of their comfort zone. A devoted mother to two teenage boys, in her spare time, Asiya enjoys losing herself in a book and trekking in the mountains to clear out the cobwebs.