Senior Vice President, Communications Amy Krouse Celebrates 10 Years at ASLRRA
“Even though you don’t necessarily see her name that much, Amy Krouse is the voice of ASLRRA and the short line industry,” said ASLRRA President Chuck Baker. “From press releases to congressional testimony to [e-newsletter] Views & News to speeches, much of ASLRRA’s public facing commentary comes from Amy, with tremendous success. She’s an awesome team player and her communications and media expertise is put to good use every day on behalf of short lines.”
At ASLRRA, Krouse is head of communications, helping educate members about the Association’s offerings and the public about the importance of the short line freight rail industry. Krouse collaborates across departments and works with countless members and other interest groups to gather and disseminate information for a multitude of efforts. She is also responsible for marketing campaigns, conveying the benefits of ASLRRA membership and advertising the wealth of programs and resources provided by the Association.
“Amy has been an incredible mentor,” said Manager, Communications Mariel Takamura. “It’s difficult to fully explain how well she embodies the duality of being tough and kind. She is no-nonsense and incredibly compassionate, matter-of-fact and warm and personable. She has taught me a great deal not only about short lines and railroading but also about balancing work and motherhood. We’ve also bonded over our similar experiences as military family members. She’s really just an all-around fantastic person.”
Prior to joining ASLRRA, Krouse worked for two decades in brand and messaging development and new product strategy. Read more about Krouse in her anniversary interview below, and learn what household brands she worked with as a product marketer earlier in her career.
Q: How did you get your start in the railroad industry?
AK: The short line railroad industry has been part of my family history – my great-great grandfather, Alonzo Hummer, served as a train engineer (employee #W 39) for the Delaware, Lackawanna & Western Railroad out of the Washington, New Jersey station. In the early 1900s Washington was a significant hub for coal trains coming from the mines in Pennsylvania, and passengers going to New York City. Like many towns that are serviced by a short line, more than 250 families in Washington were engaged with the rail, or supporting the railroad. Railroad retirement benefits kept the family chicken farm afloat, providing the bedrock for several more generations of my family to prosper in Washington.
Beyond that family touchpoint, I’d worked in transportation marketing for several decades – including running Rand McNally’s technology mapping business which created the precursor to Waze and Google Maps – maps on a Palm Pilot with a clip-on GPS! – and the first commercial and consumer GPS for truck drivers. Eventually, I became the director, public relations at Rand McNally. From there, it was an easy leap to trains!
What began as a several month contracting project for ASLRRA has turned into ten wonderful years in the blink of an eye!
Q: What has been the work or initiative that you’ve been most proud of over the past ten years?
AK: I’m proud of the benefits we provide to members, from advocating in Congress and at regulatory agencies, to training of all types, to events, to creating new programs and services with the help of grant funding. I’m part of a skilled staff that is motivated to deliver outstanding service to our members. And we reflect short lines – wearing a lot of hats, working efficiently for our size. I’m proud of the relationships we’ve developed in the press community and our communication tactics, which continue to evolve. And, I love telling the short line story – it’s incredibly fulfilling to showcase the members’ great work.
Q: What do you enjoy most about your work at ASLRRA? What do you enjoy most about working with short lines?
AK: Work is never dull – every day there is a new challenge, and a new opportunity.
Q: What would our members be surprised to know about you?
AK: I’m not sure they would be surprised, but as a marketing person, I am always looking to experience the product when I’m out and about. My family loves to travel, and no matter where we go, I am on the hunt for a train! They may also be surprised to know that I’ve worked as a product marketer for Mr. Clean, Gatorade, Quisp and Cap’n Crunch cereal – ask me about “roof rip” sometime!
