A world where roads are safer for all people

About TSR

Bridging the Road Safety Gap

As a global NGO, we bring together purpose-driven companies, government, and community stakeholders, who actively work together to create safer roads and form partnerships to achieve Vision Zero?the elimination of all traffic fatalities and severe injuries. We leverage member companies? collective private sector insights to advance best practices for companies and their fleets. We address strategic road safety challenges in select locations by working with local government and stakeholders, and we advance innovative solutions to accelerate the growth and social impact of road safety tech.
We address the issue of blind zones and reduce traffic deaths and collisions through our work on retrofittable solutions and redesigned truck cabs.
Drawing on our years of experience making roads safe, we will be waging a multi-channel, integrated marketing campaign to educate people about the dangers of distracted driving.
We help cities test transformational analytics systems to monitor near misses, a leading indicator of crashes, injuries, and fatalities.

We aim to bend the curve on road traffic collisions

Road crashes are one of the leading causes of death and injuries worldwide -- they don't have to be.

Our Core Beliefs

A group of Stubborn Optimists, we gather a diverse group of forces together to create exponential change.

Act with Ambition

We keep an eye on scaling our work, charting a course of action that goes beyond singular projects to achieve greater impact.

Be Compassionate

We care about our colleagues? physical and mental well being; we make an effort to ensure our workplace is a safe environment.

Be Real

We realize that vision must be translated to action; we are mindful of being scrappy in order to achieve our goals.

Create, Creatively

We are resourceful in problem solving to advance our mission; we question the status quo in order to improve our effectiveness.

Embrace Transparency

We take time to be inclusive with each other, respectfully share grievances that may be undermining our work and our culture, and avoid hidden agendas.

Work Collaboratively

We work well with our team and members, putting shared outcomes ahead of personal gain; we agree to disagree in a respectful way.

United Nations Decade of Action for Road Safety

TSR aligns with the 5 Pillars of the U.N.'s Decade of Action for Road Safety. Our programs are specifically developed to address issues in:
  • Leadership
  • Team Members

Noah Budnick: Executive Director

As Executive Director of TSR, Noah helps oversee the programming in their three main initiatives: Distracted Driving, Near Miss, and Truck of the Future. Each initiative builds partnerships and delivers projects aimed at saving more lives faster on the world?s roads.

Noah was previously the Data Practice & Policy Director for Zendrive, a mission-driven company that works with fleets, insurers, mobile network operators and autonomous vehicle developers to measure, analyze and improve driver behavior.

Prior to that, Noah was the executive director of the San Francisco Bicycle Coalition and deputy director at Transportation Alternatives in New York City, where he introduced Vision Zero to the United States, helping New York write and implement the first Vision Zero policy in the country.

Kat Krieger: Vice President, Marketing and Communications

As the Vice President, Marketing and Communications, Kat drives strategic growth through TSR?s purpose-driven road safety campaigns, including program expansion initiatives and leading all channels of member engagement.

Kat has built a career as a Marketing and Customer Experience executive, experienced in building high-impact, customer-driven strategies and campaigns for CEOs, non-profit boards, startups, and B2B and CPG clients.

She also serves as an advisor to BRIDGE, the first ever trade organization dedicated to diversity, equity and inclusion for the marketing industry.

Prior to joining TSR, Kat ran her own marketing consultancy, RCX. She is responsible for the development of the Radical Customer Experience?? business model, which is a holistic human-centered customer approach combining marketing, technology, and infrastructure to deepen brand loyalty. She has also previously run marketing for companies such as Joyride Coffee, Multiplying Good, and Brand Connections.

Kat is a member of the CMO Club and an active public speaker, advocate, and contributor at venues and networks like SXSW, Forbes, Association of National Advertisers, Serial Advisors, and iHeart Marketing. Kat is a certified trauma-informed professional, who founded the PTSD/C-PTSD advocacy organization Stand Up to Trauma. She also holds an additional certification for Child Sex Abuse Awareness training, and volunteers with Youth for Understanding, a global high school exchange organization. She lives in Brooklyn, NY with her two daughters and their cat.

Misty Cornelius: Community Lead

Misty enables alignment between private sector road initiatives and local government programs and manages local community initiatives like Houston's Gulfton community road safety project. She also oversees TSR's Vision Zero commitments.

Previously, Misty served as VP of Corp Affairs for Silver Eagle Distributors and has a wealth of experience in brand strategy for public, private and nonprofit companies. She holds a BA in Journalism from University of Central Oklahoma, and has served on the boards of various community initiatives and organizations such as: YMCA International Services, Center for Houston's Future and Anheuser-Busch's CSR Panel.

Andrew Hoffman: Strategy and Innovation Lead

Andrew leads out Strategy and Innovation initiatives, working with TSR members on Road Safety Data & Innovation and Global Entrepreneurship Programs.

Andrew brings 15 years of experience across the Startup Ecosystem and Emerging Technology space working with Fortune 100 Companies, Global Advertising Agencies and Startups. He lives in Brooklyn and enjoys biking, hiking and travel whenever possible.

Alex Johnston: Direct Vision Project Manager

Alex Johnston is a civic designer and social entrepreneur. In 2014, Alex founded Cities Reimagined, a civic design firm that employs principles of design to solve complex challenges in urban cities. She is a graduate of the London School of Economics with a Master?s Degree in Cities.

Alex started her career as a social worker, working with at-risk mothers and their babies. On one memorable occasion at the local Department of Social Services, Alex watched her client wrestle a food stamps application so long that it touched the floor. From that moment on, Alex has been obsessed with solving civic problems by placing users at the center of the design process.

Her background in business gives her a knack for developing urban solutions that work for people, planet, and profit. She believes that the future of cities lives in this triple bottom line framework.

Liz Mace: Marketing & Communications Director

Liz is a mission-driven marketing and communications professional with local government, nonprofit, and association experience.

In her most recent role with King County in WA state, she provided program support and delivery for their Annual Giving Drive while previously providing Communications Support to their River and Floodplain Management Section. Before that, she spent 11 years working remotely as Director, Digital Strategy for a national nonprofit where she managed their web platform and digital strategy, including paid social, implementing SEO best practices, journey mapping, content marketing, and more.

She is also a member of, and volunteer with, her local PRSA, IABC, and AMA chapters.

  • Governing Board
  • Members
  • Associate Members