River Road hires new brand manager

News Release

After a career path change, V-Twin industry veteran Howard Kelly is back in the saddle again. The former Hot Rod Bikes feature editor and Hot Bike editor is now the Brand Manager for River Road, the hardcore riding gear line for bikers that is part of the Tucker Rocky/Biker's Choice portfolio.

Howard Kelly

Howard Kelly

“Howard knows the V-Twin market, the products and the people,” says Phil Davy, senior director Apparel Brands, Tucker Rocky/Biker's Choice. “His experience as a magazine editor and later as a marketing and business development manager for S&S give him a well-rounded perspective of what is required to take River Road to the next level.”

In his new role, Howard will be in charge of charting a new course for River Road, according to Davy. "He will be handling media and advertising, re-establishing the brand's identity, overseeing new product development and handling event activation for River Road. In a nutshell, everything!"

Although it might sound like a daunting task, Kelly's wealth of experience makes him uniquely qualified for the River Road duties. "I have organized and facilitated product launches in the past, including the 50th Anniversary Celebration for S&S Cycle, where I created the marketing message, handled all the advertising materials and negotiated contracts with more than 25 magazines, TV stations and radio networks around the globe." During his tenure at S&S he also developed strategic relationships for cross-promotional merchandising and even more relevant to River Road, launched new apparel lines.

Kelly is now operating from the AMP Factory offices in Southern California (AMP factory is the new name for the performance apparel division of Tucker Rocky/Biker's Choice).

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