Senior management changes at Harley-Davidson

Wells Fargo Securities analyst Tim Conder reports that Harley-Davidson “has confirmed that Mark-Hans Richer, Chief Marketing Officer (CMO) has left the company. Richer had been SVP of Marketing since 2007 and eventually had marketing, global demand (sales) and new customer outreach among his direct reports as CMO. Sean Cummings, who joined HOG in 2014 and recently led Latin America sales, will become SVP of Global Demand. Shelly Paxton will become VP of Marketing and Brand.”

Conder goes on to note “that Paxton and many of those responsible for HOG's Outreach efforts to under 35 year old consumers, all worked under Richer for several years.”


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