Yasmine Koufahi received the Young Leaders Award at the 2024 CUTA Awards.

In just four years, Yasmine Koufahi has left a lasting impact on the transit sector. A graduate of the Rotman School of Management, she brought her expertise in business strategy

and market research to Edmonton Transit Service (ETS). Her leadership in customer experience and market research has transformed how ETS understands rider needs, increasing

trust and confidence from city leaders.

Yasmine’s dedication to equity, diversity, and inclusion has expanded ETS’s rider research program to six

key areas. She leads performance reporting and action planning, helping improve service and guiding the transition to smart fare payment. Recently promoted to Senior Strategic Planning Analyst, she now oversees the development of the Integrated Regional Transit Plan and key funding submissions.

Her work has led to increased off-peak service hours, a significant LRT renewal investment, and improved transit safety and security. Ridership in Edmonton has grown by over 10%, exceeding pre-pandemic levels, thanks to her insights.

Yasmine’s contributions have been recognized across the sector, and she was a presenter at the 2024 CUTA conference. She is a highly respected young leader, and her work continues to shape the future of public transit.