Harley-Davidson Announces Executive Team Changes
Harley-Davidson announced a series of changes to its executive team. The executive turnover is one of the first public changes the company has made since Artie Starrs stepped into the chief executive officer role on October 1.
The changes include the additions of Matt Ryan as Chief Marketing and Technology Officer, Marcus Fischer as Chief Brand Officer, and Bryan Niketh as Chief Operating Officer. Chief Financial Officer Jonathan Root will assume a second role as Chief Commercial Officer. Leaving Harley-Davidson on December 31 are Chief Digital and Operations Officer Jagdish Kirshnan, and Chief Commercial Officer Luke Mansfield.
Harley-Davidson also establishes stronger ties to two members of the Davidson family. Bill Davidson (who was a guest of our Bore & Stoke podcast a few months ago) will serve as Brand Ambassador and Special Advisor to the CEO, focusing on the Harley-Davidson brand, rider culture, and community, as well as product development. Karen Davidson will continue in her role as Brand Ambassador, but with a new focus on working with the Marketing and Brand teams.
Interestingly, Harley-Davidson's press release mentions a commitment to Milwaukee, Wisc., and the company's Juneau Avenue campus. One of the criticisms made by Harley-Davidson investor H Partners against the executive team, and specifically, former CEO Jochen Zeitz (pictured above with Bill, Karen and Willie G. Davidson), was that they were not spending enough time in Milwaukee. The press release specifically points out that new executives Niketh, Ryan, and Fischer will be based in Milwaukee.
Begin Press Release:
Harley-Davidson Announces Key Leadership Changes
Focus on Strengthening Commercial, Dealer, Marketing and Operational Infrastructure
Harley-Davidson, Inc. (the "Company" or "Harley-Davidson") (NYSE: HOG) today announced a series of leadership and organizational changes designed to strengthen the company's leadership, reinforce its dedication to its rider and dealer community, and deepen its commitment to Milwaukee as the heart of its business.
Key Highlights
- Jonathan Root to serve as both Chief Financial and Chief Commercial Officer in the newly created role of Chief Financial and Commercial Officer
- Bryan Niketh to rejoin as Chief Operating Officer overseeing Product Management, Product Development and Product Operations
- Matt Ryan named Chief Marketing and Technology Officer
- Marcus Fischer appointed Chief Brand Officer
"As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful," said Artie Starrs, President and CEO, Harley-Davidson. "These changes set us up to deepen our connection to riders and dealers, accelerate data-led and tech-enabled engagement, and unlock the full potential of our operations."
New Roles to Propel Growth and Integration:
Jonathan Root - Chief Financial and Commercial Officer: In support of renewed focus on dealer relations and integration with financial services (HDFS), Jonathan Root will lead the Commercial organization in addition to his role as Chief Financial Officer.
Bryan Niketh - Chief Operating Officer: Harley-Davidson is welcoming back Bryan Niketh, effective January 5, 2026, to serve as Chief Operating Officer. With 20 years of prior H-D experience and most recently serving as President of White River Marine Group, Niketh will oversee Product Management, Product Development and Product Operations - bringing both deep institutional knowledge and renewed operational leadership to the company.
Matt Ryan - Chief Marketing and Technology Officer: Matt Ryan, most recently Chief Marketing Officer at Boyd Gaming, joined Harley-Davidson on December 8, 2025. In this newly created role, Ryan will unite the company's marketing, digital, and technology capabilities under one leader - enabling data-driven marketing, integrated digital experiences, and more seamless engagement with riders and customers.
Marcus Fischer - Chief Brand Officer: Also, effective December 8, 2025, Marcus Fischer assumed the role of Chief Brand Officer, reporting to Matt Ryan. Fischer joins Harley-Davidson from Carmichael Lynch, the agency behind many of the brand's most iconic campaigns, and will lead brand strategy, creative direction, and long-term brand positioning as Harley-Davidson enters its next chapter.
Bryan, Matt and Marcus will all be based in Milwaukee at our Juneau Avenue campus.
Bill Davidson - Special Advisor to the CEO and Brand Ambassador: Bill Davidson will serve in the newly created role of Special Advisor to the CEO and Brand Ambassador, with a focus on product development, brand, rider culture and community.
Karen Davidson – Brand Ambassador: Karen Davidson will continue as Brand Ambassador, working more closely with our Marketing and Brand teams, focusing on dealer engagement, rider culture and community. Further specifics will be subject of a future announcement as Matt Ryan and Marcus Fischer get settled in their roles.
A Renewed Commitment to Milwaukee and Our Dealer Network
Harley-Davidson reaffirmed its commitment to Milwaukee - especially its historic Juneau Avenue campus - as the heart of its business. "Milwaukee is our home, and it always will be," Starrs said.
These organizational changes are part of a broader effort to reset and strengthen the company's bond with its dealers and riders - enabling Harley-Davidson to chart a bold strategic path forward.
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I'm not selling my Kawasaki for one of these. I don't know what happened to HD but their brand started as one that anyone working or middle class could afford. That's no longer true. It isn't just young riders. The problem is the market they've chosen is dying off.
Why can't you produce a line of "Three Wheeled" motorcycles where there are two wheels in from and the drive wheel in the back (ex. Like the Can-Am Ryker)? At the age of 72, my wife and I just bought this set-up so she and I could ride both together or by our selves. She wouldn't consider the set-up you have to offer, because she felt it was to unsafe for her to operate. Thanks you for your time, and for letting us to respond on the site.