• Oversaw the global eCommerce business as well as profit and loss (P&L) for Harley-Davidson across 20 countries, with a primary emphasis on retailing apparel, riding gear, and motorcycle parts on H-D.com and various marketplaces.• Achieved 10X growth in business in 9 years. Also, since 2021 doubled the business as well as increased operating margins by 4X reaching a global online business over $100M. • Developed and led an ongoing cross-functional collaboration process with digital, product, brand, content development, and marketing teams to formulate ambitious annual growth plans, resource needs and strategic capability roadmaps. Facilitated investment allocation and drove business growth through innovation, brand building, and lead generation; consistently surpassing substantial growth targets annually.• Orchestrated the launch of a new digitally native apparel brand from the ground up, providing strategic leadership and execution of technology selection, UI/UX design, marketing plan development, merchandising, operations, and SEO.• Established and led a high-performing internal team comprised of 28 global members; transforming the accountability model to drive significant growth in all KPI’s and enhanced customer satisfaction.• Implemented a new Buy Online Pick Up in Store (BOPIS) capability across 400+ independently owned and operated dealer retail locations; surpassing expectations for operational performance KPIs and revenue.• Fostered collaboration with H-D’s independent B2B stores, enhancing alignment in promotional and marketing strategies that have yielded a more consistent & impactful customer experience that also has increased sales across all channels.• Spearheaded the integration of personalization and AI technologies into H-D.com, elevating the customer experience and propelling enhanced engagement.• Initiated market entry on JD.com and Tmall.com in China• Expanded the H-D.com footprint to Canada, adding 10% to the global business.

• Achieved a rare in-line promotion, assuming global responsibility for U.S. H-D.com eCommerce, U.S. Amazon, Europe, and Asia. Led a strategically assembled team, encompassing digital merchandising, analytics, buyer, planner, user experience design, marketing, software engineering, digital product, operations, marketplace, and agency professionals.• Accountable for complete P&L oversight and inventory management. Optimized the cost structures for the U.S. and Amazon operations, surpassing revenue growth expectations and notably enhancing overall profitability for these channels.• Spearheaded the transformation of the digital commerce function at Harley-Davidson, conceptualizing a 5-year vision, organization design, and ambitious digital product roadmap. Successfully steered a broader organizational shift from traditional wholesale focus to a greater level of energy toward omnichannel direct to consumer digital opportunities. This initiative has notably accelerated digital growth and enhanced internal capabilities since launch in 2021.• Delivered the launch of a comprehensive redesign and re-platforming of the digital experience on H-D.com, resulting in a substantial uptick in consumer engagement KPI’s and sales since its June 2020 debut.• Championed the introduction of a new bike builder capability featuring 3D visualization, empowering customers to envision and customize their dream bikes. This innovative feature allows seamless online or in-dealership checkout, providing a personalized and immersive purchasing experience that has become a significant lead generation source. • Initiated and delivered the launch of a project to extend the eCommerce customer shopping experience and capabilities to 10 countries in Europe on H-D.com, as well as viewable content catalogs to 27 other global locales.• Launched a new H-D apparel storefront on Zalora in Asia.

• Directed strategy, marketing, merchandising, digital product, and operations for Harley-Davidson U.S. eCommerce and Amazon, driving a transformative shift from annual year-over-year sales declines to a thriving business. Emphasized enhancing the customer experience and optimizing the marketing plan to increase traffic.• Managed the overall P&L for the online business, overseeing a multi-million-dollar SG&A and media budget. Achieved the channel's first-ever profitable year in 2016, focusing on financial efficiency and strategic budget allocation.• Launched Harley-Davidson's first direct-to-consumer marketplace channel with Amazon.com in October 2018, expanding the brand's reach and sales channels.• Introduced the company's first mobile website on a limited budget, significantly improving both online and offline customer experiences and generating a 40% increase in online sales.• Developed and executed the company's inaugural omnichannel sales and marketing promotion for the 2016 holiday season. This initiative resulted in a notable 25% lift in website traffic and a 16% increase in sales.• Implemented a successful ratings and reviews program, resulting in a 138% increase in reviews. This program significantly impacted conversion rates, average order value (AOV), and average star ratings, contributing to an enhanced online reputation.