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marketing chief replaced AT HARLEY

Harley-Davidson chief marketing officer Mark-Hans Richer has abruptly left the company just a few weeks after it announced a big promotional budget increase to tackle stagnant sales. Richer had been Harley’s top marketing executive since 2007. He previously worked for General Motors.

He has been replaced by Sean Cummings, who takes on the role of senior vice president of global demand, overseeing marketing and sales operations in the Americas, Europe and Asia-Pacific region. Cummings joined Harley in 2014 with reportedly more than 30 years of experience in the powersports and recreational products industry, and most recently headed up its Latin American presence.

Commenting on Richer’s departure, a statement said: “In his time with Harley-Davidson, Mark-Hans was instrumental in achieving our transformational goals, including expanding our reach to both core and outreach customers, and we thank him for his contributions. The changes are an important piece of the company’s recently announced plan to build on its leadership position in the market and grow demand, with a key objective to lead in every market.” 

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