Apparel and Licensing Assistant Manager

Apparel and Licensing Assistant Manager (ASM)

Department: Apparel and Licensing

Reports To: A&L Manager

FLSA Status: Base Salary Bonuses (contingent on department goals)

Position Summary

The A&L Assistant Manager (ASM) is a key leader within the A&L department, responsible for driving sales performance, elevating customer experience, and supporting the ongoing development of staff. Working closely with the A&L Manager, the ASM helps execute daily operations while serving as an on-floor coach, motivator, and brand ambassador.

This role is responsible for cultivating a high-energy retail environment rooted in product expertise, exceptional customer service, disciplined loss prevention practices, and strong team morale. The ASM leads by example—creating a culture where employees are trained, confident, and excited to deliver the Harley-Davidson experience.

Key Results Areas

• Sales growth measured through UPT (units per transaction), conversion, average dollars per transaction and department sales goals
• Improved team product knowledge and selling confidence
• Strong customer satisfaction and loyalty
• Loss prevention awareness and shrink reduction
• High team morale, motivation, and accountability
• Professional merchandising, cleanliness, and visual organization
• Smooth daily operations aligned with dealership standards
  
  

Major Duties & Responsibilities

• Training, Coaching & Development
  
  

The ASM drives the skill development of the A&L team through consistent, structured training, including:

Product & Brand Knowledge

• Train staff on features, functions, and benefits of A&L apparel, riding gear, and collectibles
• Lead new-product onboarding (seasonal lines, licensed products, lifestyle apparel, etc.)
• Coach team members on how to educate customers confidently and accurately
  
  

Sales & Customer Engagement Skills

• Teach effective upselling and cross-selling techniques to increase Units Per Transaction (UPT)
• Train staff on rapport building, interpersonal communication, and lifestyle-focused selling
• Conduct role-playing sessions for:
• Overcoming objections
• Suggesting add-ons naturally
• Providing fashion or fit advice
• Delivering exceptional service during peak traffic
  

Performance Coaching

• Provide ongoing feedback during daily floor leadership
• Reinforce positive habits and redirect performance gaps
• Support the Manager in onboarding, mentoring, and developing new hires
• Leadership & Department Support
• Serve as an operational leader on the sales floor, ensuring standards are met in Manager’s absence
• Set the tone by maintaining a professional attitude, appearance, and communication style
• Help schedule department coverage and maintain workflow during high-volume periods
• Support execution of promotions, events, and seasonal floor changes
• Maintain high morale among staff through recognition, encouragement, and coaching
• Foster teamwork, respect, and professionalism across all dealership departments
• Customer Experience & Sales Execution
• Model and ensure a premium customer experience for walk-in and phone customers
• Greet customers immediately with a friendly, engaging, and knowledgeable approach
• Guide customers through product selection, fit, and purchase decisions
• Promote new merchandise, sales specials, and seasonal releases
• Assist with special orders, notify customers of arrivals, and follow up when needed
• Resolve customer concerns with empathy and a “Make Things Right” mindset
• Ensure cash handling, credit card transactions, and register accuracy meet all standards
• Merchandising, Store Standards & Loss Prevention
  
  

Merchandising & Presentation

• Ensure merchandise is properly hung, folded, sized, and tagged
• Maintain displays that reflect brand standards and visual appeal
• Support floor resets, feature wall updates, mannequin styling, and product placement
• Keep the department clean, organized, and inviting
  
  

Loss Prevention & Shrink Reduction

• Train staff on best practices for theft deterrence and inventory protection
• Maintain awareness of customer traffic, blind spots, and high-risk product zones
• Reinforce proper tagging, sensor placement, and stockroom organization
• Promote an environment of awareness, honesty, and accountability
• Administrative Support
• Assist with accurate daily cash reconciliation, deposits, and register processes
• Support credit card, check, and gift certificate procedures
• Help maintain proper pricing, tagging, and merchandise counts
• Complete additional duties as assigned by Management
  
  

Commitments

• Treat all customers and employees with courtesy, fairness, and respect
• Lead by example, embodying Harley-Davidson culture and dealership values
• Maintain professionalism, reliability, and integrity in all business dealings
• Be flexible and available for various shifts to support department operations
  
  

Qualifications & Job Requirements

• Prior retail leadership or supervisory experience preferred
• Strong interpersonal, coaching, and communication skills
• Ability to train others and provide constructive, motivating feedback
• Experience with POS systems and ability to learn dealership software quickly
• High school diploma or equivalent required
• Ability to multi-task and manage competing demands in a fast-paced environment
• Professional appearance and well-organized work habits
• Retail experience is preferred; however, we value the right attitude, work ethic, and leadership qualities above all.
  
  

Physical Demands

• Occasional bending, lifting, crouching, or reaching
• Ability to lift up to 40 lbs
• Ability to manage stress and remain composed in high-volume periods
  
  

Working Conditions & Environmental Exposure

This position works primarily in a retail dealership environment and may occasionally be exposed to automotive-related conditions, including but not limited to battery acid, gasoline, chemical cleaning materials, and other substances commonly found in a dealership setting. The employee may also be occasionally exposed to exhaust fumes, noise, and airborne particles. All safety procedures and personal protective equipment requirements must be followed at all times.

Equal Employment Opportunity Statement

We are an Equal Opportunity Employer and value diversity in our workforce. All employment decisions are made without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, veteran status, or any other characteristic protected by applicable federal, state, or local law.