Inside Harley-Davidson’s UK and Ireland experience strategy

Thames Valley Chapter member Roger Bowes discovers what it takes to be a Customer Experience Lead

Words by Roger Bowes

When you think of Harley-Davidson, you picture chrome, thunderous engines and a lifestyle steeped in freedom. But behind the scenes shaping that experience for thousands of riders across the UK and Ireland is one woman: Vicki Green, Harley-Davidson UK Customer Experience Lead. Her title might suggest customer service, but as Vicki explains, “I’m more of a brand and community experiential guardian. It’s about how someone experiences Harley – whether they’ve never touched a Harley or owned a hundred.”

Vicki’s journey into Harley-Davidson wasn’t the typical biker-to-executive story. “I was headhunted out of a life of data and statistics,” she laughs. “Customer experience wasn’t where my CV pointed, but Harley is a passion role for me.” Today, she’s a one-woman powerhouse for the UK and Ireland, balancing three “halves” of her job: Harley Owners Group^®, events and brand marketing.

Living the lifestyle
Far from being a desk-bound strategist, Vicki rides what she preaches. Her first Harley – a beloved XR1200 Sportster^® – bought shortly after passing her test in 2014, remains in her garage. “That bike will die with me,” she says. Her daily ride is a customised Road Glide^® Special, affectionately named Big Red. Her roots run deep in the Harley community, having been Ladies of Harley^® officer, activities officer and head road captain in Sherwood Chapter, before taking on her current role.

Events that move people
Motorcycle Live (MCL) takes place in November, and planning begins as early as April. Vicki works with creative stand builders who produce digital mock-ups of potential stand designs. She says: “I never want someone to come to our stand and think, ‘Oh, they did this before, just in a different colour.’ But colour remains important. For the 2025 show, the favourite bike was a Breakout^® in Teal Thunder, and deep reds, rubies and golds are always popular. The stand is normally manned by 10 to 14 H-D volunteers at the weekend. Vicki invited H.O.G.^® chapters to help on the stand and got a fantastic response. She is also keen on creating dynamic, memorable activities, such as JumpStart, a stationary bike on a rolling road that lets novices shift through gears without fear. “It’s perfect for people who’ve never ridden before,” she says. And sometimes, it sparks life-changing decisions – like the young woman who tried Jumpstart one year, earned her licence and returned the next with her own Sportster.

Immersive experiences are even better. “We get more as a business when people can ride a Harley,” Vicki explains. Demo rides at festivals such as Adventure Bike Rider (ABR) and Ireland BikeFest connect potential riders with local chapters, turning a test ride into a lifestyle introduction. “It’s not just ‘come ride a Breakout.’ It’s ‘Come ride with people who love Harleys.’”

The human side of Harley-Davidson
Ask Vicki about her favorite part of the job, and she’ll tell you it’s the stories. Emotional tales of Route 66 rides, family traditions and even celebrity surprises – like the Gladiators star who revealed he has to wear a sleeve on one arm of his costume to hide a large Harley-Davidson tattoo on his bicep. “We get a lot of emotional sharing,” she says. “It’s what makes this brand so special.”

Looking ahead
With around 12 major events a year and a fleet of 30 press and demo bikes, Vicki’s calendar is packed. But for her, it’s not a job but a calling. “I don’t see myself leaving,” she says. “This is a passion role.” And as anyone who’s ever heard the rumble of a Harley engine knows, passion is what drives the ride.