#United States #Harley-Davidson #Milwaukee #Leadership Changes

Harley-Davidson's Leadership Changes: A New Chapter Begins

Harley-Davidson, a name synonymous with motorcycle culture, has kicked off a new era marked by strategic leadership changes intended to reinforce its business objectives and reestablish ties with its rider and dealer communities. On December 10, 2025, the company revealed its revamped organizational structure, which is poised to enhance operational efficiencies and strengthen its commitment to Milwaukee—its historic headquarters.

Key Appointments to Drive Growth

The company has made several significant appointments that signal its commitment to innovation and growth:

Jonathan Root as Chief Financial and Commercial Officer

In a newly established role, Jonathan Root will serve as both Chief Financial Officer and Chief Commercial Officer. This dual role underscores Harley-Davidson's renewed emphasis on dealer relations and integration with its financial arm, Harley-Davidson Financial Services (HDFS). Root's strong leadership is expected to propel the company's efforts to deepen connections with its dealer network.

Bryan Niketh Returns as Chief Operating Officer

Bryan Niketh is making a notable return to Harley-Davidson as Chief Operating Officer, effective January 5, 2026. Having spent two decades with the company previously, he brings extensive knowledge back to the table, overseeing Product Management, Development, and Operations. His past experiences will undoubtedly bolster the company's operational strategy moving forward.

Matt Ryan: Chief Marketing and Technology Officer

Matt Ryan, who previously held the role of Chief Marketing Officer at Boyd Gaming, joins Harley-Davidson as Chief Marketing and Technology Officer. This newly created role aims at harmonizing marketing, technology, and digital strategies under a unified vision, encouraging data-driven decision making and improving customer engagement.

Marcus Fischer as Chief Brand Officer

Also appointed is Marcus Fischer, formerly of the agency behind many of Harley-Davidson's iconic marketing campaigns. In his new role as Chief Brand Officer, he will oversee the development of brand strategy and creative direction as Harley-Davidson navigates its next chapter.

A Commitment to Place and Community

“Milwaukee is our home, and it always will be,” stated Artie Starrs, President and CEO of Harley-Davidson. The reaffirmation of the company’s commitment to its historic Juneau Avenue campus emphasizes Harley-Davidson’s intention to blend its rich heritage with modern business practices. This geographic and cultural focus is crucial as Harley-Davidson aims to cultivate stronger relationships within the community.

The leadership changes are part of a strategy to reset the company's alignment with its dealers and riders. By fostering a stronger community engagement, Harley-Davidson is setting the stage for future growth and innovation.

Looking Ahead: Strategic Focus Areas

The adjustments in leadership are aimed at:
1. Strengthening Dealer and Rider Connections: By reinforcing the bonds with dealers, Harley-Davidson hopes to enhance customer satisfaction and loyalty.
2. Integrating Technology and Marketing: With a focus on data-led engagement, the company seeks to modernize its marketing efforts and create seamless customer experiences.
3. Harnessing Operational Excellence: Through strong operational leadership, Harley-Davidson aims to streamline product development and improve operational efficiencies.

As Harley-Davidson steps into this new leadership chapter, the company is not just focused on selling motorcycles but is also committed to cultivating a lifestyle around the riding experience. With a vision to become the most desirable motorcycle brand globally, it is set on maintaining its classic appeal while innovating for the future.

For more insights on Harley-Davidson’s latest initiatives and updates, keep an eye on their official communications. Together, the leadership team is ready to steer the brand into an exhilarating new era.