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MICHAEL Lietke

@michaellietke

Association program leader at NFPA and AEM who developed market-share data exchanges and new member programs.

At National Fluid Power Association (NFPA), I led efforts to improve retention among member companies at risk of nonrenewal and initiated targeted networking events. I also established and hosted a podcast interview series for members in the Controls, IoT and Data (CID) category.

At Association of Equipment Manufacturers (AEM), I led the governance and development of non-disclosed market-share data exchanges covering more than 225 product programs. I conceived and executed new offerings, including Customer Experience Benchmarking and Market Outlook products.

At Briggs & Stratton, I developed dealer training products and services, and devised a market-sizing model used for sales targeting and market-share assessment. I also wrote, filmed, and voiced 22 field maintenance and setup videos.

At Harley-Davidson, I worked with dealer financial and operational data, forecasting, and market analysis. I created dealership site-selection methodologies and a profitability forecasting model, and taught financial management seminars through H-D University.

Experience

Work history, roles, and key accomplishments

Director, Member Engagement and Relations

National Fluid Power Association

Jan 2025 - Apr 2026 (1 year 3 months)

Led efforts to improve retention of member companies considered most at risk for nonrenewal. Initiated targeted networking events and represented NFPA at industry trade events for recruitment and retention.

Member Engagement Retention Networking Event Planning Podcasting Recruitment

Senior Director, Market Share Statistics and Market Information

Association of Equipment Manufacturers

Jan 2018 - Dec 2024 (6 years 11 months)

Led governance, growth, and development of non-disclosed market share data exchanges for over 225 product programs involving 175 member companies. Managed 5 professional staff and held financial authority over a $3 million annual budget.

Market Share Analysis Data Management Program Management Budgeting Staff Management International Business Customer Experience Benchmarking Market Outlooks

Dealer Development and Field Training Manager

Briggs & Stratton

Jul 2017 - Nov 2018 (1 year 4 months)

Developed and executed strategic, long-term plan for creating better dealers in Jobsite Construction and Standby Generator divisions. Managed 4 field technicians and master trainers with a departmental budget of $2.7M.

Dealer Development Field Training Budget Management Video Production Case Based Training Team Leadership

Dealer Development Manager

Briggs & Stratton

Sep 2016 - Jul 2017 (10 months)

Conceived and executed new training products and services for dealers. Devised and implemented a market-sizing model and turned a money-losing training department profitable in 12 months.

Dealer Development Training Market Sizing Profitability Improvement Product Development

District Manager, Southern Illinois

Harley-Davidson

Jan 2014 - Jul 2017 (3 years 6 months)

Drove profitability, wholesale, and retail sales results of 10 independently owned dealerships in South Central Illinois with combined retail sales of over $100 million. Leveraged expertise in dealer financial and operational data on business development programs.

Dealership Management Sales Profitability Business Development Financial Analysis Data Analysis

Senior Spatial Market Analyst

Harley-Davidson

Jan 2010 - Dec 2014 (4 years 11 months)

Managed a neural network self-training Demand Landscape model predictive for motorcycle sales. Created methodologies for optimal dealership site selection, resulting in the removal of 90 dealer points from 2010-2012.

Neural Networks Data Analysis Market Research GIS Business Intelligence Spatial Analysis predictive modeling

Financial Analyst, Sr.

Harley-Davidson

Jan 2004 - Dec 2010 (6 years 11 months)

Led dealers in forecasting strategies and processes to promote their growth. Created an extremely accurate dealership profitability forecasting model during the Great Recession and conducted numerous financial management training sessions.

Financial Analysis Forecasting Dealer Management Training Data Analysis Process Improvement Data Cleaning