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.
Stand Out From the Crowd
Upload your resume and get instant feedback on how well it matches this job.
What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Education Level
High school or GED
