General Manager, Harley-Davidson Museum And Milwaukee Experiences

Auto req ID: 23007 
Title: General Manager, Harley-Davidson Museum And Milwaukee Experiences 
Job Function: Executives 
Location: MUSEUM 
Company: Harley-Davidson Motor Company 
Full or Part-Time: Full Time 
Shift: SHIFT1 


A walk through the Harley-Davidson Museum is a walk through the history of America. With an unrivaled collection of Harley-Davidson® motorcycles and memorabilia, a 20-acre, park-like campus, and a calendar full of activities, the H-D Museum is one of Milwaukee, WI’s top tourist destinations for visitors from around the globe. Join the H-D Museum as a General Manager, Harley-Davidson Museum And Milwaukee Experiences and help create an experience that will stay with visitors for a lifetime.




Harley-Davidson has long been described as “more than a machine”; in fact, the stated mission of Harley-Davidson Motor Company is “More than building machines, we stand for the timeless pursuit of adventure.  Freedom for the soul.”  This mission speaks to the deep and unique emotions which come alive in the Harley-Davidson experience and lifestyle.  The Harley-Davidson experience resonates with tens of millions of fans and riders and how we express and provide this experience is a unique opportunity for the Company.


The General Manager of the Harley-Davidson Museum and Milwaukee Experience is responsible for all strategic and operational aspects of the experience portfolio in Milwaukee and at the Company’s Factory Experience Centers.


Specifically, this position will be responsible for the Harley-Davidson Museum Experience, the operation and curation of activities at the Harley-Davidson Parks (opening 2024 and in partnership with the Harley-Davidson Foundation), the Harley-Davidson Factory Experience at the Powertrain Operations, and be a partner in the long-term vision and operation of the Juneau Avenue corporate headquarters evolution.  Currently, these experiences are considered separately without one singular “next level” objective.  Moving forward, all these experiences come together to form the Harley-Davidson Milwaukee Experience.  In addition to the Milwaukee-based experiences, this position will also be responsible for the Harley-Davidson Factory Experience in York, Pennsylvania.

The General Manager is responsible for all strategic planning, budgeting/forecasting, operations, resource allocation and ultimately P&L responsibilities for the combined portfolio of experience businesses.  This position will also require strong partnerships with key stakeholders across the Marketing, Commercial and Digital functions, as well as the Harley-Davidson Foundation which owns the Harley-Davidson Parks.  Most notably, this position will be a key stakeholder and partner in the annual Harley-Davidson Homecoming Festival in Milwaukee, Wisconsin – working to elevate and integrate the Milwaukee experiences into this annual event.


Summary & Responsibilities


The General Manager reports to the Vice President of Experiences and Membership with core responsibilities including:

Lead strategic planning and visioning

  • Provide strategic leadership, focus and direction; create a singular objective for the portfolio of Harley-Davidson experiences which takes these businesses to the “next level” and directly supports the overarching mission of Harley-Davidson Motor Company. 
  • Partner with the Harley-Davidson Foundation management team and senior leadership to ensure Harley-Davidson Parks support and drive forward the mission of the Harley-Davidson Foundation.
  • Develop a five-year strategic and financial plan for all aspects of the experience portfolio.

Create and manage positive local relationships with partners and the community

  • Establish and maintain trusted local community partnerships and networks of influence, including: 
    • Sustain and build positive relationships with relevant local entities and authorities including, but not limited to the City of Milwaukee, Mayor and Mayor’s office, local Alderpersons, Milwaukee County Parks, Visit Milwaukee and more.
    • Sustain and build positive relationships with Near West Side Partners staff and other/future community partners.
    • Serve as the face for local constituencies and audiences through all available means including community meetings, traditional and social media.

Ensure effective management of operations, programs, staff, systems, and resources

  • Oversee all day-to-day operational aspects of the Harley-Davidson Museum, the Harley-Davidson Parks, the Harley-Davidson Factory Experiences in Metro Milwaukee and in York, Pennsylvania.
  • Deliver the annual budget and supporting plans for all experience businesses including all and any mitigation plans developed on an agile basis.
  • Have a strong understanding of Diversity Equity and Inclusion and the role Harley-Davidson Parks play in ensuring equity in the Near West Side alongside the Harley-Davidson Foundation.
  • Ensure strong levels of staff development and training to deliver an exceptional customer experience across all offerings.
  • Ensure maintenance of policies and procedures including hours of operation, public and private event policies, security, etc.



Requirements (Education, Experience, Skills & Capabilities)


This role requires a Bachelors’ Degree in a relevant discipline, a minimum of ten years of leadership experience, and/or a portfolio of experiences, skills, and capabilities that collectively demonstrate:


  • Demonstrated strategic and operational experience leading and operating an experience-based enterprise and delivering a full P&L against a stated plan.
  • Keen affinity for parks programs; understanding of urban parks, and appreciation for the roles of public and private sectors in parks development and maintenance.
  • Deep experience in consumer brands.
  • Strong influence and collaboration skills and the ability to bring together multiple stakeholder groups effectively.
  • Excellent communication skills and style and demonstrated knowledge of developing and implementing and delivering a financial plan.
  • A proven track record of building and cultivating personal and professional relationships, managing multiple stakeholders across organizations to collaborate and achieve mutually beneficial initiatives.
  • Strong drive, initiative and commitment, with demonstrated success in setting and achieving financial, organizational and leadership goals. Experience with successful fiscal planning and responsibility, and budget management. 
  • Intellectual curiosity and voracity to stay abreast of issues/concern impacting long term management of the experience offerings including environmental sustainability issues, government, politics, stakeholder sentiment (community, etc.)
  • Subject-matter expertise coupled with ability to collaborate up, down and across organizations, including with executive leadership, individuals from diverse backgrounds and cultures, and community leaders, connecting across functions and levels.   


Harley-Davidson is an equal opportunity employer that continues to build a culture of inclusion, belonging and equity through our commitment to attracting and retaining diverse talent from all backgrounds, without regard to race, color, religion, sex, sexual orientation, national origin, gender identity, age, disability, veteran status or any other characteristic protected by law. We believe in fairness and providing a level playing field for all. We foster a culture that thrives on diverse perspectives and contributions to ignite the creativity and innovation to fuel our business and enhance the employee and customer experience.


The pay range shown represents the national average pay range for this role. Your pay may be more or less than the stated range and is dependent on your geographic location and level of experience.


We offer an inclusive compensation package for all full-time salaried employees including, but not limited to, annual bonus programs, health insurance benefits, a 401k program, onsite fitness centers and employee stores, employee discounts on products and accessories, and more. We welcome everybody to join our family and be united no matter who you are or where you come from. Learn more about Harley-Davidson here.


Applicants must be currently authorized to work in the United States.


Direct Reports: Yes  
Travel Required: 0 - 10%  
Pay Range: $250,000-$275,000
Visa Sponsorship: This position is not eligible for visa sponsorship  
Relocation: This position is not eligible for relocation assistance  





Nearest Major Market: Milwaukee

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