Manager, Email & SMS

The Email & SMS Manager will be responsible for the development, management, and oversight of Harley-Davidson's email & SMS/MMS Team, leading overall strategy, direction, coordination, and execution of the email and text-based messaging in North America. This role owns the growth, health, and value of our email and SMS/MMS subscriber base, ensuring these channels drive measurable customer engagement, lead generation, and commercial outcomes.

The manager will lead initiatives and teams to deliver a customer-centric, personalized lifecycle messaging strategy, with accountability for both subscriber value creation and business performance. This includes setting the vision, KPIs, and managing the operating model required to unlock the full depth and breadth of email and SMS/MMS as owned channels - leveraging content strategy, audience segmentation, data-driven insights, and optimization across customer journeys and touchpoints.

This role is responsible for defining success metrics, driving channel measurement and insights, and using analytics to continuously improve performance, efficiency, and customer relevance. The manager will identify opportunities for innovation, new tools, and partnerships while ensuring executional excellence and scalable processes.

This individual will manage a team of direct reports, partner with cross-functional teams, and communicate strategic direction to - and present results for - senior leadership across the Harley-Davidson businesses.

The ideal candidate has experience leading high-performing teams, setting channel strategy end-to-end, and using data and customer insights to guide content, segmentation, and lifecycle decisions. They are technically proficient, solutions-oriented, collaborative, and accountable for outcomes.

In this role you will:

• Lead, manage, & develop a team of email & SMS/MMS specialists
• Set the strategic vision and growth roadmap for email and SMS/MMS as high-value owned channels
• Continue to grow a valuable, engaged subscriber base that converts to leads, sales, and long-term brand loyalty
• Define and drive content strategies for email and SMS/MMS that increase perceived subscriber value, working directly with internal content partners and channel stakeholders
• Own channel KPIs, measurement frameworks, and reporting tied to both engagement and commercial outcomes
• Use post-open and post-click analytics to understand downstream customer behavior and inform future audience segmentation and messaging strategies
• Lead customer segmentation, preference management, and data integration strategies that enable personalization at scale
• Partner with Marketing, Commercial, Product, and Digital teams to plan, execute, and optimize campaigns across customer journeys
• Build and maintain channel roadmaps, operational playbooks, and technical specifications
• Collaborate with platform and technical teams to expand ESP and messaging platform capabilities and integrations
• Manage and evolve agency and vendor partnerships, SOWs, and performance expectations
• Identify, prioritize, and implement opportunities for channel innovation, AI-driven optimization, and automation
• Drive continual process improvement, operational efficiency, and executional consistency
• Communicate performance, insights, and recommendations clearly to leadership and crossfunctional stakeholders

Your team will be responsible for messaging customers via Email and SMS/MMS:

• North America Email & SMS/MMS campaign execution and support
• Channel KPI definition, reporting, and insights
• Subscriber growth, engagement, and lifecycle strategy
• Internal stakeholder alignment and cross-functional collaboration
• Agency and external vendor management
• Messaging technology and platform partnerships
• Prioritization and integration of data across the marketing technology stack
• Ongoing optimization, personalization, and innovation across channels

• Bachelor's Degree in Marketing, Communications, Advertising, Business Administration, or related area is preferred

Required:

• 10+ years of relevant experience in related roles
• Minimum 5 years in a management role
• Salesforce & Salesforce Marketing Cloud (SFMC)
• Excellent interpersonal and collaboration skills
• Experience working in agile and lean environments
• Impeccable facilitation, written and oral communication skills, along with effective team leadership skills, with a focus on developing and nurturing top talent
• Demonstrated sound ability to lead, collaborate, and gain results through the influence of peers and senior leaders, with a proven ability to work in a highly matrixed organization
• Solution-oriented with a strong sense of urgency for the prevention of and timely and effective resolution to issues if they do emerge
• Demonstrated leadership of internal and external stakeholders through current and future change and transition by leading through their own behaviors
• Operates with a holistic view of the business and enterprise operations, effective decision-making, ability to prioritize work, & proactively address opportunities at the market-level
• Experience in omnichannel, digital marketing, long lead lifecycle & nurture campaigns will be a bonus.

Familiarity with the platforms and tools is a plus:

• Adobe Analytics & digital channel measurement
• CRM, email trigger and customization solutions, Customer Data Platforms, enterprise data environments