leadership team

Our goal is to reduce carbon and smog-causing emissions from on-road transportation fleets by helping to responsibly accelerate the adaptation of proven green fleet technologies and best management practices. We are change agents and have been successful in influencing policy regarding green fleet transportation 


Roger Smith - Executive Director FC


Roger Smith is passionate about global climate change issues and is committed to making positive environmental change within the transportation industry. Throughout his career he was determined to introduce green op tions to fleets and prove their cost effectiveness. His many successes in this regard have helped define fleet as an important and integral component to an organization's business and green plans.    

Roger was Manager, Fleet Management Services, Toronto Hydro Corporation, one of the largest Municipal Electric Utilities in North America. During a 16-year tenure he pioneered fleet usage of biodiesel in Canada and successfully implemented numerous other green fleet initiatives. In recognition of these efforts he has received several industry awards for environmental accomplishments.    

In 2005 Roger decided to fully dedicate his energies toward fleet greening projects. He became Executive Director of Fleet Challenge, President of Fleet Challenge Consulting Group Inc. and a member of the E3 Green Fleet Rating System development team, of Vancouver, B.C.  

Roger's extensive fleet and business experience includes in-depth knowledge of fleet management software solutions, Activity Based Costing, Life Cycle Cost Analysis and Reliability Centered Maintenance. He has completed projects for provincial and municipal governments across Canada, Fraser Basin Council in BC, Climate Change Central in Alberta, Red River Valley Clean Cities Coalition in Manitoba and the Saskatchewan Research Council.  

He is a long-time member of SAE and NAFA, and for the latter, serves on the board of the Ontario Chapter. His strategies for financially accountable fleet management practices and green fleet solutions have been published in several industry publications. Roger's Myers-Briggs personality profile is INTJ and when not reading his blackberry, manuals or reports, is a runner, cyclist, sailor, amateur photographer and astronomer and can frequently be found laughing over a Dilbert book.    


Melissa Felder - Director Program Development FC


Melissa Felder is passionate about facilitating environmental change in Canada and has been dedicated to this objective personally, academically, and professionally. In her role as Director of Program Development for FC, Melissa brings a decade of experience as environmental project consultant. Projects and clients have included audit work in solid and hazardous waste management and diversion for The Beer Store and the University of British Columbia, green vehicle best practices guidelines and certification development on behalf of the Province of Ontario, consultation processes geared to identify best pathways for renewable energy deployment on behalf of Pollution Probe and the Government of Canada, design of a evaluation framework to identify most attractive sustainable technologies on behalf of Sustainable Development Technology Canada, policy and strategy recommendations for green housing/building based on LEED® certification and other international programs, among other projects.  

Melissa graduated from the University of British Columbia with a Master's degree in Bio-Resource and Chemical Engineering (Hon.) and has an undergraduate degree in Geography - Environmental Studies from McMaster University. Melissa has been affiliated with the Canadian Energy Efficiency Alliance, the Clean Air Foundation, and Summerhill Group, and is presently partner in FCCGi. In her spare time Melissa can be found painting, sculpting and venturing vertically up rock faces, as well as playing the occasional prank on unsuspecting coworkers.    

Jana Červinka - External Relations Manager FC

Before joining Fleet Challenge Jana's commitment to sustainability was through personal dedication and practice. Her reverence for nature was born out of lengthy annual family camping trips throughout Ontario. Today her personal commitment toward a reduced carbon footprint is applied by resolute efforts toward minimal consumption, recycling, using wind power on her sailboat, and dedicating herself to driving change as part of the FC team. Jana's communications expertise comes from diverse national and international roles. Recognized as a collaborative team player with exceptional organizational and communication skills Jana is acknowledged as a resourceful problem solver with above average interpersonal skills. She is an individual focused on timelines, process and the end result.  

In her previous roles Jana worked for the Ministry of Education, Curriculum and Assessment Policy Branch, as part of a core team of consultants developing projects that helped steer the mathematics curriculum for grades 7-12 in Ontario. During this period she also event planned four large, complex and highly successful provincial conferences. While at the Canadian Broadcasting Corporation as Site Leader for two national software implementations, Jana travelled extensively leading and working with staff at almost all Canadian CBC locations. Jana's early career included positions with Wardair Canada, and Four Seasons Hotels and Resorts corporate office; here she developed her high standards for quality customer service and product.  

Jana has an Hons. B.F.A. in Theater Performance from York University, Toronto. She continues to grow her creative side with drawing and writing. She likes using both sides of her brain.        


John Lyon - Senior Consultant FC

John Lyon is a senior consultant with Fleet Challenge. He has been involved in several FC projects including the Greening Municipal Fleets seminar series, Greening Commercial Vehicles, and most recently the Police and EMS (PEMS) Vehicle Idling Reduction Demonstration Project.  

John comes to FC with more than 40 years of experience and expertise in medium and heavy duty trucks, vehicle remarketing, fleet management, residual values management, and used vehicle management training. He spent most of his career at General Motors however since leaving GM in 2000, he has worked with such companies as Openlane, Discount Car Rental, Canadian Black Book and Honda Canada.  

When not working with road vehicles, John and his wife enjoy hiking the trails around their home in the hills of Baltimore, Ontario.        


Betty Jong - Project Analyst, FC

Since joining FC, her SUV is gone and Betty has purchased a second refillable Tim's mug, except she keeps forgetting it at home. Betty brings a varied background to support FC activities having had positions in marketing, advertising and communications, research, project management and teaching, at organizations such as Eaton's, Bell Mobility, Bell Canada, and Centennial College.  

As a member of the FC team, Betty spends most days as a wordsmith focusing on report writing for various FC initiatives. She monitors project milestones and keeps the team informed all the while keeping one eye on finances. Betty approaches her work with analytical thoughtfulness, always mindful of the strategic implications.

She holds a Bachelor of Applied Arts (Radio & Television) degree from Ryerson University and a CAAP diploma from the Institute of Communication Agencies. Betty serves as a Board Member for a non-profit charity created to provide lifelong learning for special needs adults and has pursued studies at Humber College and Centennial College's Adult Learning Program.  

A self-confessed news and sports junkie, Betty is often found in a gym - only now, it's to take her two boys to their games.        


Philip Breault, Analyst

Philip Breault is new to the Fleet Challenge team and is having fun learning the ropes.

He has a lifetime commitment to environmental stewardship and sustainability stemming from his childhood in Northern Ontario and his Aboriginal ancestry. He now wants to add the business aspect of environmental sustainability to his education.

Philip attended the University of Western Ontario and completed a Bachelor in Science (B.Sc) before enrolling in a Master's in Environment and Sustainability (MES) program. He completed his MES internship hours with Fleet Challenge in September 2010 and remains with the team in a contract position.

His passion and knowledge for sustainable living evolved through multiple academic exchanges. In 2004, he completed a field course in marine biology at the Huntsman Marine Science Centre in St. Andrews, New Brunswick, where he studied marine mammals and sustainable tourism. In 2008, Philip went on a yearlong academic exchange to Stuttgart, Germany where he attended Hohenheim University and studied the effects of climate change in Europe.

Philip has been an active environmental steward throughout his professional career as well. He worked at the Severn Sound Environmental Association in Midland, Ontario, as a sampling technician and completed several projects including water conservation based initiatives. He also worked at the Georgian Bay Islands National Park in Georgian Bay as a Park Interpreter and had several encounters with the Massassauga Rattlesnake.

Tim Wong, Intern

Tim Wong is an undergraduate Mechanical Engineering student at the University of Windsor working with Fleet Challenge as a researcher on numerous projects focused on reducing carbon and smog-causing emissions.

Tim's previous activities include a 2007 four-month co-op position in Wuhan, China, with Inergy Automotive, specializing in the production of fuel delivery systems.  During 2008 Tim began a one-year assignment in Germany for INA Schaeffler KG, assisting in the testing of automotive bearings. Then in 2010, Tim assumed an eight-month position with Roush Industries in the powertrain calibration department, tuning vehicles for optimal performance in diverse environments.

At the University of Windsor, he was deeply involved with the Formula SAE racing team.  Initially his participation encompassed part and component design; this led to responsibilities as business manager administering the team's finances, sponsorships, marketing and media, website refresh, and leading the development of the team's new brand.

Travelling and driving are Tim's favourite past times. When he's not breaking rusty bolts off of his project Volvo, he's probably flying to another country, or driving on a winding and scenic country road. 

connect + discuss 

green fleet newsletter


Roger Smith

Executive Director,
Fleet Challenge

Melissa Felder

Program Development, 
Fleet Challenge

Chris Hill

Fleet Challenge welcomes Chris Hill to our team

John Lyon

Sr. Consultant, 
Fleet Challenge