Harley-Davidson offered the opportunity to help an iconic American brand enter one of the most important transitions in its history: electrification.
I led global go-to-market and sustainability strategy for LiveWire, Harley-Davidson’s first electric motorcycle. The work required balancing the expectations of a legacy enthusiast community with the need to reach a new generation of riders, technology adopters, and sustainability-minded customers.
Following the LiveWire launch, my scope expanded to global product marketing management across Harley-Davidson’s full vehicle portfolio of more than 40 gas and electric models. That evolution gave me experience operating at the intersection of brand heritage, portfolio strategy, customer segmentation, dealer needs, and global product storytelling.