Public-transport operator Keolis, the world leader in operating automated metro and tramway systems, has made two key changes in its marketing, brand and communications department.
Marc Berthod, 62, returns to Keolis as executive director of communications. He moves from SNCF Réseau, where he sat on its the executive committee as head of communications and territorial dialogue.
After studying law, Marc Berthod started his career in 1981 as a parliamentary assistant in the French National Assembly, then in the Senate, before becoming chief of staff to the chief executive officer of Paris Metro operator RATP in 1984.
In 1986, he became chief of staff to the chairman of the EPA1 (public and urban planning establishment) of the new city of Marne-la-Vallée, in the Greater Paris area, for three years.
He then pursued his career alongside the mayors of various municipalities (Metz, Villeurbanne, Bron) for more than ten years, as chief of staff and director of communications.
In 2001, after completing his formal education with a postgraduate degree in humanitarian studies at the Institute of Communication of the University Lumière Lyon II, he returned to the public transport sector as chief of staff and director of communications for the CEO of SYTRAL, the public transport authority of the Rhône department and the city of Lyon.
He was then at Keolis Lyon, where he spent ten years as communications and customer relations director.
Jean Ghedira also joins Keolis from SNCF Réseau, where he was deputy CEO, customers & services. He becomes Keolis’ executive director marketing and new mobilities.
A graduate of the Institut d’Études Politiques in Paris (Public Service section), Jean Ghedira, now 58, began his career in 1989 alongside various elected officials, government members and civil servants, notably as chief of staff.
In 1999, he became director of communications at Keolis. Over nine years, he accompanied the group’s transformation, led the development of its image and supported the change of name and of shareholders.
In 2008, he joined SNCF Proximités as Director of Eco-mobility and Innovation. He notably focussed on developing new mobility services and launching the company’s door-to-door service. At the same time, he served as chairman and CEO of EFFIA, supporting the change in governance and the transition from SNCF to Keolis.
In 2010, Jean Ghedira was appointed regional director of SNCF Languedoc Roussillon, before becoming head of SNCF Intercités in 2014. He moved to SNCF Réseau in 2018.
Keolis is owned 70 per cent by France’s state-owned railway operator SNCF and 30 per cent by Canadian pension fund Caisse de depot et de placement du Québec.
The company has worked in the UK since rail privatisation in 1996. It is the minority partner in Govia (Southeastern, Govia Thameslink Railway, Southern, Great Northern) and partners with Amey to run Docklands Light Railway (DLR), Manchester’s Metrolink and Transport for Wales’ rail services. The company is also one of four partners (with Trent Barton, Alstom and Vinci) that run the Nottingham tram concession.