#40 Heather Malenshek
Chief Marketing Officer & Senior Vice President Marketing and Brand
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Heather Malenshek has her dream job. A motorcycle rider since she was 12, Malenshek jumped at the opportunity to join Harley-Davidson five years ago. It’s been quite a ride since then, and she has no plans for stopping.

Appealing to a Wider Rider Base 

Among her top goals for the brand is challenging the notion that Harley motorcycles are ridden by just one particular demographic. The More Roads to Harley-Davidson plan aims to appeal to new and future riders with a wider range of products, including the LiveWire electric motorcycle. The brand is also shaking up retail formats and investing more in e-commerce.

“Our brand is all about community,” Malenshek told Motorcycle.com. “We’re kind of an open invitation for people to join us, join the brand, and experience freedom on their terms.”

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