Artie Starrs serves as President and Chief Executive Officer of Harley-Davidson, Inc., a position he assumed on May 1, 2024. With over 30 years of experience in consumer goods and commercial leadership, Starrs brings a proven track record of driving growth and transformation. He previously spent nearly a decade at Molson Coors Beverage Company, where he rose through the ranks from Vice President of U.S. Sales in 2015 to President and CEO of the Americas in 2022. During his tenure, he spearheaded premiumization strategies, expanded market share for iconic brands like Coors Light and Miller Lite, and delivered double-digit revenue growth amid challenging market conditions. Prior to Molson Coors, Starrs built his career at Procter & Gamble, holding progressive sales and marketing roles across North America from 1994 to 2015. His expertise in building high-performing teams, optimizing go-to-market strategies, and fostering innovation has been instrumental in revitalizing consumer brands. At Harley-Davidson, Starrs is focused on accelerating the company's "Hardwire" strategy, enhancing rider experiences through product innovation, expanding into new markets, and strengthening the global dealer network to reignite the iconic brand's growth. Under Starrs' leadership, Harley-Davidson aims to leverage its legendary heritage while embracing electrification and digital transformation. His collaborative style and passion for consumer-centric excellence position him to guide the company through its next chapter of sustainable profitability and cultural relevance.