Noting a renewed commitment to its Dealer Network, Harley-Davidson has announced a sweeping series of leadership and organizational changes. The shift is 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.
“As we reimagine our future, we are returning to what makes Harley-Davidson uniquely powerful,” noted 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 include:
Jonathan Root – Chief Financial & Commercial Officer: In support of renewed focus on dealer relations and integration with financial services (HDFS), Root will lead the Commercial organization in addition to his role as Chief Financial Officer.
Bryan Niketh – Chief Operating Officer: The Motor Co. welcomes 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 & 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.
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 the historic 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.
Harley-Davidson also reaffirmed its commitment to Milwaukee — especially its 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.”
