Managed the Harley-Davidson brand through the development of strategic retail marketing and promotional plans. Managed a staff and a $14 million budget. Highlights include:
- Strategic Marketing Plans
- Created the motorcycle brand positioning philosophy for use in future product development and worldwide communications strategy. Directed the national advertising campaign, national retail promotions and all motorcycle brand related activities.
- Product Management
- Led the team that successfully repositioned Harley-Davidson’s retail aftermarket business. This comprehensive consumer-oriented program included raising the perceived value of Part and Accessories through packaging, point of sale, refocused product development, purchasing, pricing. Life-cycle management and marketing efforts