At Q-Free, we believe that marketing plays a critical role in shaping the future of mobility—not just by promoting solutions but by helping define the conversation around innovation, sustainability, and transportation technology.

To explore this further, we sat down with Trisha Tunilla, SVP of Marketing at Q-Free, to discuss how marketing is evolving in the Intelligent Transportation Systems (ITS) industry, her unexpected journey into the field, and why attracting new talent is essential to driving innovation.

Your career didn’t start in transportation. How did you end up in ITS, and what made you stay?

“Like many in this industry, I found my way here by chance. When I started in 2008, I quickly realized how essential— and often overlooked this field is. Transportation affects millions of lives every single day, and behind the scenes, companies like Q-Free are working to make the movement of people, goods and data more seamless, safe, and sustainable.

Over time, my role evolved from supporting Q-Free’s brand to strategically positioning our solutions, strengthening partnerships, and leading industry conversations. Marketing in a technical space isn’t just about selling products, it’s about making complex technology feel accessible while demonstrating its real-world impact. By focusing on storytelling, strategy, and advocacy, I’ve found my mission: making transportation technology understandable so everyone, not just engineers who develop the tools, can recognize the benefits.”

What role does marketing play in a technical industry like ITS?

“At its core, marketing is about storytelling. Whether launching a product, sharing a case study, or advocating for smarter transportation policies, our job is to help people understand the real-world impact of technology and how it makes everything they do more efficient.

At Q-Free, we don’t just build awareness, we help shape the industry’s direction. Some of my favorite projects have been those that challenge the status quo, like pioneering FREEtheMIBS, which has fundamentally improved interoperability between traffic signal controllers, and launching Kinetic Mobility, the first ATMS platform that gives traffic operators a single system for managing both freeways and arterial roads.

The industry is evolving fast. Connected and autonomous vehicles, AI-driven traffic management, and cloud-based solutions are redefining mobility. Meanwhile, the rise of electric vehicles is disrupting transportation funding, making Road User Charging a critical conversation. And as our transportation networks become more connected, cybersecurity is more important than ever—all things Q-Free is actively working on.”

How has the role of marketing in ITS changed in the last five years?

“Marketing has shifted from focusing on technical specifications to an “outside-in” approach starting with our customers and their needs. Instead of just talking about product features, we ask:

• How does our technology help our customers and their customers?
• What real-world problems are we solving?
• How do we make our solutions more accessible and impactful?

This shift is closely tied to the growing importance of partnerships. No single company can solve all of transportation’s challenges. Success comes from collaborating  with strategic partners and customers who share a vision for better mobility. That’s why we work with a range of industry leaders to do things like pilot new cellular V2X technologies, deliver award-winning transit solutions, and push the boundaries of transportation innovation.

We’re also seeing a shift toward open standards and interoperability. Transportation technology must move away from proprietary, closed systems and toward collaborative, secure integrations that best serve the public. At Q-Free, we believe in breaking down silos to create smarter, more connected infrastructure.

Beyond products and partnerships, one of the biggest challenges ITS faces is attracting new talent. Too many young professionals are drawn to fields like AI and entertainment tech because they sound glamorous, cutting-edge, and impactful, but ITS is just as transformative. We help people get to work and school safely and on time. We improve mobility for drivers, cyclists, pedestrians, and transit riders alike, reducing emissions and even saving lives. We need to do a better job of telling that story.”

Beyond your role at Q-Free, how else are you involved in shaping the industry?

“I’m proud to serve on the ITS California board, a role I started in January. ITS California is one of the largest and most influential ITS organizations, helping shape policies and standards that influence the entire industry. California continues to set the bar for national transportation innovation, and as a California native, I’m honored to have the opportunity to shape the future of mobility in my home state.

I also strongly believe in the power of professional networks to foster collaboration and support within the industry. That’s why I had the idea to found Mobility Mavens, a network of female marketers in ITS who support each other and advocate for greater diversity in transportation. While we come from different organizations and are often competitors by day, we are allies by night, united by a shared goal: promoting transportation and advancing our industry.

What’s truly powerful about Mobility Mavens as well as the collaborative partnerships we build and the work done by ITS California, is that this group underscores the importance of community. In an industry that thrives on innovation and problem-solving, relationships matter just as much as technology. When we work together, whether through partnerships, advocacy, or professional networks, we create a transportation future that is not only smarter but stronger.

ITS is about more than just transactions—it’s about transformation. It’s about continuously evolving, adapting to industry changes, and inspiring employees, partners, and customers to be part of the journey. While my role at Q-Free is focused on driving marketing strategy and execution, I also dedicate time to looking at the bigger picture, understanding where the industry is headed and how we can prepare for what’s next.  Because at the end of the day, marketing isn’t just about what we say, it’s about shaping the future of mobility.”