We are proud to announce the appointment of Amy Merritt as General Manager, a well‑deserved promotion from within and an exciting next chapter for Traffic Force.
Amy has been part of the Traffic Force journey since 2012, building an exceptional career across a range of roles and developing a deep understanding of our people, our customers, and what sets us apart as a business. Her promotion reflects not only her experience but the trust, respect, and leadership she has earned over more than a decade with the company.
A Leader Who Has Grown With the Business
For Amy, stepping into the General Manager role is something she has been working towards for some time.
“Growth and challenge are what get me out of bed in the morning,” Amy says.
“I love Traffic Force – I’ve been here a long time – and I’m genuinely excited about helping take the business to the next level.”
That long‑term commitment brings with it something invaluable: a strong cultural foundation. Amy understands firsthand what it takes to deliver quality work, support teams, and uphold the standards Traffic Force is known for.
A People‑Focused Leadership Style
Amy describes her leadership approach as people‑focused, honest, and consistent.
Her teams can expect open and direct communication, balanced with empathy and care.
“I genuinely care about my people – but I won’t dance around the truth,” she says.
“I’ll always be honest, and I’ll push people to deliver the best outcomes for themselves and for the business.”
In her role as General Manager, Amy is focused on ensuring leaders across the business are confident, capable, and consistent – and that everyone is actively engaged in their own development, not just along for the ride.
“I want people to be passionate about what they do – not passengers or spectators.”
What Sets Traffic Force Apart – and How We Protect It
Amy believes Traffic Force’s success comes from a shared mindset that runs across every level of the business.
“There’s a genuine drive for quality here. People care about doing their job well, regardless of their role,” she says.
“We’ve always had a quality‑over‑quantity mindset – we don’t need to be the biggest, we just want to be the best at what we do.”
She also highlights the opportunities Traffic Force creates internally, with many people growing into new roles or becoming industry leaders – a legacy she is committed to strengthening.
As the business continues to grow, Amy’s focus is clear: strong accountability, collaboration across departments, and consistently delivering on our promises to clients.
First 90 Days: Clarity, Connection, Momentum
Amy’s immediate priorities include establishing a strong rhythm with the leadership team, strengthening communication forums, and getting clear alignment on current business goals.
“It’s a new dynamic, even with people I’ve worked with for years,” she says.
“My focus is on clarity – getting aligned on where we’re heading and helping teams get back on track with key objectives.”
Leading by Example
When asked about the impact she hopes to make, Amy’s answer reflects her own journey.
“I want to continue setting an example for those developing behind me.
If you want something and you’re prepared to put in the work, the sky really is the limit working here.”
That mindset – a commitment to growth, accountability, and continuous improvement – is the foundation Amy brings into her role as General Manager.
Outside of work, Amy is a dedicated sports fan, gym regular, netball captain, bookworm, and proud Hawks football supporter – energy and discipline she carries into her leadership every day.
We’re excited to see Amy step into this role and look forward to the impact she’ll make as General Manager as Traffic Force continues to evolve.
Please join us in congratulating Amy Merritt on her appointment.