Leadership Overview
Harley-Davidson has 10 executives leading key functions including strategy, finance, human resources, information technology, and marketing.
Driven by a legacy of freedom and individuality, Harley-Davidson is dedicated to building the next generation of riders by meeting current riders where they are and inspiring new riders to join the sport.
Driven by a legacy of freedom and individuality, Harley-Davidson is dedicated to building the next generation of riders by meeting current riders where they are and inspiring new riders to join the sport.
Leadership Roles at Harley-Davidson
Artie Starrs - President & Chief Executive Officer
Artie Starrs, the President & Chief Executive Officer at Harley-Davidson, directs the company's overall strategic vision and operational execution. Starrs guides the integration of the Harley-Davidson Motor Company, LiveWire, and Harley-Davidson Financial Services segments, ensuring cohesive growth and market penetration. Overseeing global operations, the President & Chief Executive Officer drives initiatives to expand the brand's reach across diverse markets, from traditional cruiser and touring motorcycles to the burgeoning electric vehicle sector with LiveWire. This leadership role involves fostering innovation in product development, enhancing dealer network performance, and optimizing customer engagement through both physical and digital channels. By aligning departmental objectives with corporate goals, Artie Starrs ensures the company maintains its iconic status while adapting to evolving consumer preferences and technological advancements. The focus remains on delivering exceptional riding experiences and strengthening Harley-Davidson's financial performance through strategic market positioning and operational efficiency.
Jonathan Root - Commercial Chief Financial Officer & President
Jonathan Root, the Commercial Chief Financial Officer & President at Harley-Davidson, spearheads financial strategy and commercial operations across the organization. Root manages the financial health of the company, overseeing budgeting, forecasting, and capital allocation to support growth initiatives in motorcycles, electric vehicles, and financial services. This executive drives the commercial aspects of the business, ensuring profitability and sustainable revenue streams from the Harley-Davidson Motor Company and LiveWire segments. By analyzing market trends and financial performance, Jonathan Root identifies opportunities for expansion and efficiency improvements. The role involves close collaboration with other C-suite leaders to align financial planning with product development, marketing campaigns, and global sales strategies. Root's leadership ensures robust financial controls and strategic investments that support Harley-Davidson's long-term objectives and market leadership in the powersports industry.
Leandro Goulart - Chief Financial Officer, LATAM
Leandro Goulart, the Chief Financial Officer, LATAM at Harley-Davidson, manages the financial operations and strategic planning for the Latin American region. Goulart oversees all financial activities, including budgeting, forecasting, financial reporting, and capital management, ensuring compliance with local regulations and corporate policies. This executive drives financial performance and profitability within the LATAM market, supporting the sales and distribution of Harley-Davidson motorcycles and related products. By analyzing regional economic conditions and market dynamics, Leandro Goulart identifies growth opportunities and mitigates financial risks. The Chief Financial Officer, LATAM collaborates closely with regional management and global finance teams to align financial strategies with the company's overall objectives. Goulart's expertise is crucial for expanding Harley-Davidson's presence and success in the dynamic Latin American market.
John Arcy - President, VALLEY FORGE
John Arcy, the President, VALLEY FORGE at Harley-Davidson, leads the strategic direction and operational management for the VALLEY FORGE division. Arcy oversees the specific business functions and market objectives associated with this entity, ensuring alignment with Harley-Davidson's broader corporate goals. This leadership role involves driving performance, fostering innovation, and managing resources to achieve targeted outcomes within the VALLEY FORGE operational scope. By focusing on key performance indicators and market opportunities, John Arcy ensures the division contributes effectively to the company's overall success. The President, VALLEY FORGE collaborates with other senior leaders to integrate divisional strategies into the company's comprehensive business plan, reinforcing Harley-Davidson's commitment to excellence across all its operations.
Ryota Zusho - President, Showa-no-Mori
Ryota Zusho, the President, Showa-no-Mori at Harley-Davidson, directs the strategic initiatives and operational execution for the Showa-no-Mori business unit. Zusho is responsible for guiding the division's growth, market positioning, and overall performance, ensuring its objectives align with Harley-Davidson's global strategy. This executive role involves overseeing key functions within the Showa-no-Mori operations, driving efficiency, and fostering an environment of continuous improvement. By focusing on specific market demands and opportunities, Ryota Zusho ensures the division effectively contributes to the company's revenue and brand presence. The President, Showa-no-Mori collaborates with other leaders to integrate the unit's plans into the wider corporate framework, reinforcing Harley-Davidson's commitment to delivering exceptional products and experiences.
Barbara Grove - President
Barbara Grove, the President at Harley-Davidson, leads a significant operational or strategic division within the company. Grove directs the key functions and market-facing activities of the assigned business unit, ensuring its performance aligns with Harley-Davidson's overarching mission and financial targets. This executive role involves driving growth, optimizing operational efficiency, and fostering innovation within the scope of the presidency. By focusing on specific market dynamics and customer needs, Barbara Grove ensures the division contributes effectively to the company's overall success and brand strength. The President collaborates with other senior leaders to integrate divisional strategies into the broader corporate framework, reinforcing Harley-Davidson's commitment to delivering exceptional products and experiences to riders worldwide.
Joel Leo - Founder & President
Joel Leo, the Founder & President at Harley-Davidson, brings a unique perspective to the company's leadership, combining entrepreneurial vision with executive management. Leo guides the strategic direction and operational execution of a key area within Harley-Davidson, leveraging foundational insights to drive growth and innovation. This role involves overseeing specific business functions and market objectives, ensuring alignment with the company's core values and long-term goals. By focusing on the entrepreneurial spirit that defines Harley-Davidson, Joel Leo fosters a culture of creativity and forward-thinking. The Founder & President collaborates with other senior leaders to integrate divisional strategies into the broader corporate framework, reinforcing the company's commitment to building the next generation of riders and maintaining its iconic status.
Tori Termaat - Chief Human Resources Officer
Tori Termaat, the Chief Human Resources Officer at Harley-Davidson, shapes the company's talent strategy and cultivates a high-performance culture. Termaat oversees all human resources functions, including talent acquisition, employee development, compensation, and benefits, ensuring alignment with Harley-Davidson's mission to build the next generation of riders. This leadership position focuses on attracting, retaining, and engaging a diverse workforce across the Motor Company, LiveWire, and Financial Services divisions. By implementing innovative HR programs, Tori Termaat supports employee growth and fosters an environment that encourages innovation and collaboration. The Chief Human Resources Officer plays a critical part in organizational design and change management, ensuring the company has the skilled personnel necessary to navigate market shifts and technological advancements. Termaat's strategic direction in human capital management is vital for sustaining Harley-Davidson's iconic brand and operational excellence.
Raj Velmurugan - Vice President, Global Chief Information Officer
Raj Velmurugan, the Vice President, Global Chief Information Officer at Harley-Davidson, directs the company's technology strategy and digital transformation initiatives. Velmurugan oversees the development and implementation of IT infrastructure, cybersecurity measures, and enterprise systems that support all business segments, including the Motor Company, LiveWire, and Financial Services. This role is critical in leveraging technology to enhance operational efficiency, improve customer experiences, and drive innovation in product design and manufacturing processes. By managing global IT operations, Raj Velmurugan ensures the secure and reliable functioning of all digital platforms and data management systems. The Vice President, Global Chief Information Officer collaborates with executive leadership to align technology investments with strategic business objectives, enabling Harley-Davidson to adapt to evolving digital landscapes and maintain a competitive edge in the powersports market.
Matthew Ryan - Chief Marketing & Technology Officer
Matthew Ryan, the Chief Marketing & Technology Officer at Harley-Davidson, orchestrates the convergence of marketing strategy and technological innovation across the organization. Ryan leads initiatives to enhance brand visibility, customer engagement, and digital presence, while simultaneously driving the adoption of cutting-edge technologies. This dual-focused role ensures that marketing efforts are data-driven and technologically advanced, supporting the sale of motorcycles, parts, accessories, and apparel, as well as the LiveWire electric vehicles. By integrating marketing campaigns with robust IT infrastructure and digital platforms, Matthew Ryan optimizes the customer journey from awareness to purchase and beyond. The Chief Marketing & Technology Officer collaborates with executive leadership to align technology investments with marketing objectives, driving growth and ensuring Harley-Davidson remains at the forefront of both brand storytelling and digital transformation in the powersports industry.
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