Executive/Management, P&L expereince
Resume:
Greg Heichelbech
***************@*****.***
N** W29766 W. Glen Cove Rd Pewaukee, WI 53072 262-***-****
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CHIEF EXECUTIVE OFFICER - PRESIDENT
** ***** *&L Experience - Delivering Critical Mission Revenue and Profit Targets
Global Results Inspiring Motivator Detail Strategic Planning Process Leadership Talent Builder
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!BUSINESS PROFILE AND VALUE
! EXPERTISE AND EXPERIENCE
! Breakthrough Strategy & Business Development Board Relations & Executive Advisory
! Referred to as a visionary with the ability to execute. Uncanny ability to see through Visioning, Strategy, Analytics & Execution
! the “fog”. Development of business transforming strategies to deliver growth, revenue,
4 Disciplines of Execution & Development
profits and operational performance.
! P&L Management, Stabilization & Growth
Analytics, Complexity and Big Data
! Skilled in developing and implementing tools to release the tribal knowledge of orga- Budgeting & Capitalization Strategies
! nization and third party market information. Unlocking complex data to channel and
Sales, Operations & Management
! create effective tactics to grow and support the business for the long-term.
Channel Development & Conflict Resolution
Results Driven and Targets Achieved
! Consistent record of delivering and exceeding mission critical targets on a timely ba- Customer Service Programing & Operations
! sis. Determined and focused leader that can convey the vision in an inspiring and
Global CRM Implementation
! actionable format driving the organization to new highs.
Business Planning & Forecasting
Credible Leadership and Communication
! Branding, Marketing, PR, Guerilla Tactics
Considered a mentor and an inspiring leader with conviction. From the shop floor to
! the board room, I actively engage at all levels to truly understand and communicate
Product Development & Launch
! the needs of the business. I live the culture, support strong ethical values and lead by
example.
! The Toyota Way, Lean, Six Sigma, Kaizen
! Creative Operations Leadership DFMEA, PFMEA, 3P, 5S, TPM, SPC
! Drive operational initiatives through leading process tools resulting in significantly
Tier-1 Supplier Development & Relations
improved quality, cost, timing and consumer interactions. Specialized in transforming
! ISO 9000 Certification
overhead/expense line items into service improvement assets.
! Customer Relationships and Satisfaction Distribution, Packaging & Logistics
! Leading premium iconic brands has instilled the importance of customer satisfaction. Inventory, Cost Analysis, Reduction & Control
! In business and direct to consumer interaction, the focus is to build collaboratively
Start-ups,Transformations, Restructuring
! improved service and satisfaction that is measurable and sustainable.
! Due Diligence, Deal Structuring & Negotiating
Consumer Driven Product/Service Development
! Using consumer knowledge tools and staying close to the customer to anticipate Contract, Policy & Program Development
trends and marketplace changes to support the organization in driving product and
! IT Strategy Development & Execution
service development. Advanced experience working at the “fuzzy front end” through
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launch in reducing development timing, costs and quality. Investor, Analyst & Private Equity Relations
! Legal, Product Liability, Franchise
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PROFESSIONAL EXPERIENCE
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Triumph Motorcycles North America, Atlanta, GA 2010 - June 2014
$550 million, Privately Held Global Company - Designer, manufacturer and distributor of motorcycles, parts, accessory, clothing and finan-
cial services.
CHIEF EXECUTIVE OFFICER
International leader recruited to define the vision, develop and execute new strategies in North America, the largest market, to trans-
form the P&L where the firm was losing considerable market share and profits. Reengineered and transformed the businesses market
positioning, commercialization, operating processes, and instilled urgency for financial discipline and growth. Installed collabora-
tive leadership and strategic analytics to motivate change and quickly implement sustainable growth strategies using innovative op-
erational tactics in sales, customer service, product development, supply chain and distribution, marketing and branding. Resulted
in significant revenue growth, profitability, operational efficiencies and customer service metrics.
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Management & Leadership Successes
Inspiring a team of 80+ members in key functional areas doubling revenue to $180 million in North America.
Named Powersports Business Executive of the Year 2014 for superior growth and service.
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Deployed a union of Kaizen, Lean, and Six Sigma to identify and develop new operating processes. Resulted in the installation
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of saleforce.com enterprise and Baxter Logistics systems to drive customer service performance and reduce stock-outs.
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Complete customer resolution of 60,000 calls averaged less than 22 minutes and 95% in-stock inventory measurement of over
5000+ SKU’s.
Increased profitability by 200%, retail unit sales by 53%, wholesale volumes by 101%. Outperforming the motorcycle market
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38 of the last 51 months.
Delivered $6 million in new cash-flow and released $3 million in re-occurring accruals, 83% margin contribution increase
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through reduced discounting.
Launched industry’s first and only 24-hour, 7-day a week customer support.
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Developed and launched Triumph’s first and only E-commerce site with a year-over-year increase in retail sales of 417% achiev-
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ing $1.5 million in sales in the first 18 months.
Closed the North American parts, accessory and clothing warehousing operations and partnered with UPS increasing on-time
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shipments from 72% to 96%.
Developed and implemented programs and policies to protect the brand and increase pricing strength in the market. Minimum
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Advertised Pricing, Broker Policy, E-commerce Policy, Triumph Outstanding Performer Program, Mystery Shopper Program.
Redeveloped the dealer network growing from 164 dealers to over 240 dealer in 15 months.
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Repositioned the brand and drove annual impressions from 25 million per year to 2 billion per year through PR, social media,
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promotion and print strategies in endemic and non endemic channels. Examples: Sports Illustrated Swimsuit Edition, Mens
Journal, Businessweek.
Developed a suite of new products: financial services, accessories, clothing, merchandise. Delivered a comprehensive business
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case and product plan for the cruiser and touring segment approved by the Board of Directors. Built the first operating touring
prototype motorcycle with Klock Werks for testing by the engineering team in the United Kingdom.
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Harley-Davidson Inc, Milwaukee, WI 2008-2010
$6 billion dollar parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Global market leader pro-
ducing custom, cruiser and touring motorcycles and offers a complete line of parts, accessories, riding gear and apparel, and general mer-
chandise. Harley-Davidson Financial Services provides wholesale and retail financing, insurance, extended service and protection plans and
credit card programs.
DIRECTOR OF NETWORK/BUSINESS DEVELOPMENT & RETAIL STORES
Senior leadership role with $25-30 million P&L/budget expense responsibility. Collaborating with global leaders to drive growth
through network and retail development, standards, policies, contracts and wholesale credit for the Harley-Davidson network of
800 independent dealers through a staff of 25 and 15 Tier-1 suppliers.
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Leadership & Management Successes
Designed, received approval and implemented phase one of a multi-year $7.5 million dealer network reorganization plan to
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preserve the brand integrity and reduce sales capacity. Resulted in 100 dealership closures and the restructuring of several met-
ropolitan markets.
Senior liaison with Harley-Davidson Financial Services providing leadership, policy creation and execution of the $6 billion
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portfolio of network credit facilities.
Provided leadership, created policy and managed the $10 million direct dealer-lending portfolio without incurring any write-
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offs.
Developed and executed divisional restructuring plan in accordance with the company’s global cost saving initiative. Com-
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bined the Retail Environment Group with Dealer Development saving over $1 million in expense while managing morale and
service levels to the network.
Drove global network standards and policies for the senior executive team for their planning of a new global sales/support
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structure and activated a new global Dealership Contract resulting in the implementation of the first global Minimum Adver-
tised Pricing policies.
Lead the development and implementation of a new sales and geo-spatial reporting solution used in the network reorganization
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strategy.
Working with a leader in retail design, Shook Kelly, developed, tested, and piloted the new global retail environment in 5
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stores. Developed a strategic supply partnership to source new fixtures and displays resulting in a 30% reduction in cost and
lead time by 8 weeks. Managed $1 million of fixture/display inventory and 100+ SKU's.
Management of the Canadian distributor for all Harley-Davidson products growing revenue over 10%.
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Executed the network and product exit plan for the Buell Motorcycle business. Management repurchase and disposal of prod-
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uct, fixtures, signage, tooling.
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Harley-Davidson Inc, Milwaukee, WI 2005-2008
DIRECTOR OF SALES, MARKETING & PRODUCT DEVELOPMENT
Senior leader reporting to the President of this $127 million division with P&L/budget responsibility for sales, marketing, product
development, and after-sales through a support staff of 3 and a matrix organization of 40+ staff within Harley-Davidson, Inc.. De-
veloped and completed a consumer driven product portfolio and sales plan to re-launch the brand/business in the global market.
Co-leading the engineering team with the Chief Engineer, prioritized business case development, prototype development, capital
and tooling expense of the product and technology portfolio.
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Leadership, Sales & Management Successes
Appointed by Harley-Davidson senior management to a 3 person New Product Development team to complete an analysis and
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provide a new construct for the Harley-Davidson Product Development process. Emphasis was on upfront product innovation
identification, reducing time to market, improving cross-functional collaboration to reduce inefficiencies and costs.
Appointed to 3 person team by the new CEO of Harley-Davidson to create 4 options to exit the Buell Motorcycle business. Our
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option of complete closure was selected and executed at a cost of approximately $150 million.
Collaborated with Harley-Davidson global market leaders, engineering staff, Chief Technical Officer and Chief Powertrain Engi-
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neer in the development of a product plan for motorcycles, parts, and accessories. Obtained Harley-Davidson board approval
and staged funding in excess of $25 million for product, tooling and branding.
Development and deployment of technology/innovation portfolio for engines, electronics, lighting and product engagement
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points with the engineering teams at Rotax, Harley-Davidson and Buell and Tier-1 suppliers.
Working with supply chain management, acted as the business and product development liaison with BRP-Rotax an engine
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Tier-1 supplier.
In conjunction with the Chief Engineer, lead weekly design, engineering, testing and manufacturing team meetings managing
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QCT of the portfolio using tools such as Six Sigma, 3P, 5S.
With the senior team developed a new manufacturing line, equipment and tooling plan for the 1125R launch.
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In collaboration with international sales leaders, created and launched a new global branding and retail environment program
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in support of the new products and positioning. Launched with 40 installs at one dealer show.
Developed and launched comprehensive global dealer training certification for brand, product, customer, and technology re-
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sulting in 100% dealer participation and completion.
Launched the first liquid cooled Buell motorcycle exceeding first year sales expectations of 3000 units. It was labeled the most
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comprehensive and successful launch of its kind by Harley-Davidson senior management.
Created and secured a $3 million multi-year sponsorship and co-branding program with GEICO Insurance. Resulting in Buell’s
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first and only racing championship in the AMA Pro series.
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Harley-Davidson Inc, Milwaukee, WI 2002-2005
DIRECTOR OF FIELD SALES AND OPERATIONS
Senior field leader of sales, marketing, channel development and distribution for the midwest region of the United States. Leading a
staff of 10 field personnel and managing 30 indirect reports in the sales matrix organization growing sales to $700 million through
150 independent dealers. Management and execution of all communication and activity to the network pertaining to product sales,
after-sales, customer service, training, events and shows, and contractual obligations of the network.
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Leadership, Sales & Management Successes
Implementation of distribution plan to develop and manage 150+ retail locations to double-digit yearly motorcycle growth.
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Resulting in a 30% increase in revenue of motorcycles, parts and accessories and general merchandise.
Approval and completion of 141 store expansion projects over 3 years.
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Engaged dealer participation and event creation in celebrating the 100th anniversary of Harley-Davidson. Events created at
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Dallas, Kansas City, Springfield and service support in Milwaukee.
Installed new rally format at Sturgis resulting in a 230% increase in parts and accessories sales at the event in 10 days.
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Harley-Davidson Inc, Milwaukee, WI - Buell 2000-2002
GENERAL SALES MANAGER
North American field sales leader directing marketing, channel development and distribution for the 300 independent Buell dealers
and the Harley-Davidson sales and sales support organizations in support of the Buell business. Leading a staff of 8 field personnel
and managing 5 indirect reports in the sales matrix organization growing sales from $20 million to $55 million. Management and
execution of all communication and activity to the network pertaining to product sales, after-sales, customer service, training, events
and shows, and contractual obligations of the network.
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Leadership, Sales & Management Successes
Selection and development of 160 new dealer locations for the new Blast platform, developed dealer policies, in-store retail
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environments, and store merchandising plans.
Achieved over 100% of both retail and wholesale sales targets.
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Developed, with Harley-Davidson University, Buell product and sales process training for the global Buell dealer staff. Deliv-
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ered through Mark Rodgers Peak Performance Business Group and the field staff.
Managed the business and dealer network through 17 recalls in the model year without losing one dealer location.
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APW Inc, Power Packer, Applied Power Engineered Solutions, Menomonee Falls, WI 1996-1999
Recognized global leader in high pressure hydraulics components and systems used in consumer and industrial markets.
COMMERCIAL DIRECTOR OF SALES AND OPERATIONS
Senior executive of sales, marketing, product development, customer service and channel development for North America. Leading
a staff of 9 direct reports; 2 Sales Directors, Sales Manager, 3 Application Engineers, Director of Project Management and 2 cus-
tomer service support staff. Developed sales and relations as a Tier-1 supplier to the automotive, medical, recreational vehicle indus-
tries for engineered hydraulic components and systems used in various lift and suspension systems.
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Leadership, Sales & Management Successes
Senior sales and engineering liaison to Chrysler in development of a new $50 million proprietary hydraulic suspension system
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for the Jeep Cherokee platform. Managed 30 program staffers through PPAP of the system.
Re-established customer commitment and $15 million in development funding for plant relocation, expansion and accelera-
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tion of the project timeline.
Liaising with Chrysler’s manufacturing engineers and the Director of Manufacturing in developing a new production line, tool-
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ing plan and quality plan for the production of the suspension system. Resulting in PPAP approval with a run of 200 units.
Marketed the hydraulic convertible lift system as a Tier-2 supplier to ASC for installation on the Camero platform resulting in
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$500,000 of new business for our Westfield manufacturing plant. Together, with the Director of Manufacturing, redesigned the
assembly workflow (continuos flow) and installed a Kanban system to support ASC and GM’s supply/delivery requirements.
Marketed the first Ford hydraulic jack program for the F-350 Series platform totaling $7 million in new business for our newly
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acquired Pacha, Mexico plant.
Certified the Pacha, Mexico production facility to produce hydraulic jack systems for the Ford Louisville, KY plant. Created
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documentation and photography of the production line, including standardized work flow documents, PFMEA analysis, quality
and inspection plan, PPAP process and EDI interface.
Established cost reduction plan deploying new material usage, piece-time reduction, and design and assembly iterations. Re-
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sults; $36 per unit reduction in the Camero convertible system, $16 per unit reduction in the medical devices for Hill-Rom.
Implemented Kaizen, Lean, Six Sigma, Kanban, - continuous flow, scaling process, standardize work process, andon system.
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DIRECTOR OF SALES - MEDICAL MARKETS
Sales and marketing leader with full P&L control in the medical segment for North America. Leading a staff of 2 Application Engi-
neers, developed sales and relations as a Tier-1 supplier for engineered hydraulic components and systems used in various lift and
suspension systems.
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Sales Successes
Senior sales and engineering liaison to Hill-Rom in development of a proprietary hydraulic bed lift system. Secured new busi-
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ness totaling over $1.2 million annually.
Sold various hydraulic lift cylinders as a Tier-1 supplier to manufacturers of disabled lifts resulting in $300,000 of new business.
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Invacare, Bruno, Hill Rom, Hoyer.
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Generac Power Systems, Waukesha, WI 1993-1994
Engineer affordable home standby generators and engines developed specifically for generator use. Pioneered the residential power washer
category and features a full line of industry-leading power washers for commercial and industrial environments.
NATIONAL ACCOUNTS SALES MANAGER
National sales and account management as a Tier-1 supplier to Sears and Grainger for private label; and Generac branded genera-
tors and power washers for the consumer and industrial segments. Category P&L management, product development, pricing, pack-
aging, store display, distribution planning, safety and owners manual production for private labeled products manufactured under
the Craftsman and Dayton brand names.
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Sales & Product Development Successes
Brought to market the first Craftsman branded power washer program using the newly developed OHV Generac 4 stroke en-
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gine. Stocked in all locations with an initial stocking order of $3.5 million. Directed the design and development of all safety
labels, manuals, packaging, and warehouse labeling/UPC requirements.
Succeeded in increasing the margins on the portfolio of portable generators to Sears and Grainger by 2.54%; an average value
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of $30 per unit.
Developed a Craftsman 3-hp gas powered pressure washer for Sears propelling them to be the price category leader under
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$400.00. Resulted in Sears activating the SKU in their national ad tool campaign.
Increased sales of portable generators to Sears by 60% by realigning category and specifications using the new OHV Generac
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engine to meet the needs of the consumer.
Brought to market the new OHV Generac engine to Grainger branded as a Dayton Compact Contractor Generator. Placed in
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the new Grainger catalog and housed in their regional distribution centers resulting in a stocking order of 1600 units or $1.1
million in sales. Directed the design and development of all safety labels, manuals, packaging, and warehouse labeling/UPC
requirements.
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EDUCATION
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May 2006
Masters of Business Administration, (Executive MBA) Loyola University Chicago, Chicago, IL.
Emphasis in Strategy Development, Values Based Leadership and Ethics, Financial Management and Analysis, Globalization and
International Business
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May 1989
Bachelor of Business Administration (BBA), University of Wisconsin-Whitewater, Whitewater, WI.
Emphasis in Marketing, Financial Management and Analysis, Business Accounting
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December 1986
Associate Degree in Automotive Technology, Milwaukee Area Technical College, Milwaukee, WI.
Diagnostics, repair and preventive maintenance on automobiles and light trucks.
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PROFESSIONAL DEVELOPMENT
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Contemporary training and coaching within my field and discipline from leading learning and training institutions including: Kepner
Tregoe, Kellogg Executive Leadership Program, UW-Madison Executive Leadership Program, Ken Blanchard Companies, Stephen
Covey, Texas A&M University, Chrysler Corporation, On-Purpose Coaching.
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