Apparel and Licensing Assistant Manager
About The Position
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.
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.
Responsibilities
- Drive the skill development of the A&L team through consistent, structured training, including product & brand knowledge, sales & customer engagement skills, and performance coaching.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Education Level
High school or GED
Number of Employees
1-10 employees
