Harley-Davidson Executive and Leadership Team

Artie Starrs, the President & Chief Executive Officer at Harley-Davidson, directs the company's overall strategic vision and operational execution across all business segments. Starrs guides the manufacturing and sale of motorcycles, including cruiser, trike, touring, standard, sportbike, adventure, and dual sport models, alongside motorcycle parts, accessories, and apparel. Overseeing the LiveWire segment, Starrs drives the development and distribution of electric motorcycles and related products. This leadership role also encompasses the strategic direction of Harley-Davidson Financial Services, ensuring robust wholesale and retail financing solutions that support dealer operations and customer purchases. By focusing on market expansion and brand enhancement, Starrs ensures Harley-Davidson maintains its iconic status while adapting to evolving consumer demands and technological advancements. The Chief Executive Officer's mandate includes fostering innovation and driving profitable growth across the global enterprise.

Asa Murray, the Chief Executive Officer & Owner, Harley-Davidson of Ocean County and Shoreline Harley-Davidson at Harley-Davidson, spearheads the localized retail operations and dealer network engagement. Murray manages the direct-to-consumer sales of Harley-Davidson motorcycles, parts, accessories, and apparel within specific geographic territories. This executive role involves cultivating strong customer relationships and ensuring a premium brand experience at the dealership level. Overseeing both Harley-Davidson of Ocean County and Shoreline Harley-Davidson, Murray drives sales performance and operational efficiency, directly contributing to the company's overall market presence. The focus remains on delivering exceptional service and product availability to riders in these regions, reinforcing the brand's commitment to the motorcycle lifestyle.

Leandro Goulart, the Chief Financial Officer, LATAM at Harley-Davidson, manages all financial operations and strategic fiscal planning for the Latin American region. Goulart oversees financial reporting, budgeting, and forecasting, ensuring fiscal health and compliance across the company's LATAM operations. This critical role involves managing wholesale financing services, including floorplan and open account financing for motorcycles and parts, as well as retail financing for new and used motorcycle purchases. Leandro Goulart also directs the financial aspects of insurance and voluntary protection products offered within the region. By optimizing financial strategies and resource allocation, Goulart supports the expansion of Harley-Davidson's market share and revenue streams in Latin America, driving sustainable growth and profitability.

Mark Eilers, the USW 2-209 President at Harley-Davidson, represents and leads the interests of unionized employees within the USW 2-209 local chapter. Eilers focuses on labor relations, contract negotiations, and ensuring workplace safety and fair labor practices for union members involved in the manufacturing operations. This leadership position involves advocating for the workforce and collaborating with company management to maintain productive labor-management relations. Mark Eilers' role is crucial in supporting the operational continuity and employee well-being within the manufacturing facilities, ensuring that production of motorcycles and related components proceeds efficiently and harmoniously.

Joel Leo, the Founder & President at Harley-Davidson, established and continues to guide the strategic direction of specific dealership operations. Leo oversees the comprehensive management of dealership activities, including sales of motorcycles, parts, accessories, and apparel, as well as service operations. This executive role involves fostering a strong brand presence and customer loyalty within the local market. Joel Leo's leadership focuses on driving business growth, ensuring operational excellence, and delivering the iconic Harley-Davidson experience to riders. By championing the brand's values and commitment to quality, Leo cultivates a thriving business that contributes to the broader Harley-Davidson network.

John Arcy, the President, VALLEY FORGE at Harley-Davidson, directs the strategic operations and business development for the VALLEY FORGE dealership. Arcy oversees all aspects of the dealership, including motorcycle sales, parts and accessories, apparel, and service departments, ensuring alignment with Harley-Davidson's brand standards and customer expectations. This leadership role focuses on driving regional sales performance, enhancing customer satisfaction, and expanding market reach within the VALLEY FORGE territory. John Arcy's responsibilities include managing financial performance, optimizing operational efficiency, and cultivating a strong team dedicated to delivering the ultimate Harley-Davidson lifestyle experience to riders.

Tori Termaat, the Chief Human Resources Officer at Harley-Davidson, leads the strategic development and execution of all human capital initiatives across the global organization. Termaat oversees talent acquisition, employee development, compensation and benefits, and organizational design to foster a high-performance culture aligned with Harley-Davidson's mission. This executive function ensures the company attracts, retains, and develops the skilled workforce necessary to design, manufacture, and sell motorcycles and electric vehicles. Tori Termaat also champions employee engagement and diversity & inclusion programs, reinforcing the company's commitment to its people and its brand values. By cultivating a supportive and innovative work environment, Termaat directly impacts the company's ability to achieve its business objectives and maintain its leadership in the motorcycle industry.

Raj Velmurugan, the Vice President, Global Chief Information Officer at Harley-Davidson, directs the company's global information technology strategy and infrastructure. Velmurugan oversees the development and implementation of technology solutions that support all business segments, including the Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services. This leadership role ensures the security, reliability, and scalability of IT systems, enabling efficient operations and digital transformation initiatives. Raj Velmurugan's responsibilities include managing enterprise resource planning (ERP) systems, cybersecurity measures, and data analytics platforms that drive informed decision-making. By leveraging technology, Velmurugan enhances operational efficiency, supports e-commerce channels, and enables innovation in product development and customer engagement.

Joe Marcolina, the Operations Director, Regional Sales at Harley-Davidson, manages and optimizes sales operations within designated geographic regions. Marcolina oversees the execution of sales strategies, ensuring alignment with company objectives for motorcycle sales, parts, and accessories. This role involves directing regional sales teams, analyzing market trends, and implementing initiatives to drive revenue growth and market penetration. Joe Marcolina's focus includes enhancing dealer performance and ensuring efficient supply chain management for regional distribution. By coordinating sales efforts and operational processes, Marcolina directly contributes to achieving Harley-Davidson's sales targets and expanding its customer base across key markets.

Matthew Ryan, the Chief Marketing & Technology Officer at Harley-Davidson, leads the integration of marketing strategies with technological innovation across the company. Ryan oversees the development and execution of global marketing campaigns that promote motorcycles, electric vehicles, and lifestyle apparel, while also driving the technological advancements that enhance customer engagement and operational efficiency. This dual-focused role ensures that marketing efforts are supported by robust technological infrastructure, including digital platforms, data analytics, and e-commerce capabilities. Matthew Ryan's responsibilities encompass leveraging technology to understand consumer behavior, personalize marketing messages, and optimize the customer journey from initial interest through purchase and ownership. By bridging marketing and technology, Ryan strengthens Harley-Davidson's brand appeal and market competitiveness.