Randy Sprenger
About Randy Sprenger
Randy Sprenger is a Manager of Channel Marketing at Harley-Davidson Motor Company, where he has worked in various roles since 1999. He holds a Bachelor of Fine Arts from the Milwaukee Institute of Art & Design and has extensive experience in digital marketing and customer relationship management.
Work at Harley-Davidson
Randy Sprenger has held multiple positions at Harley-Davidson Motor Company, contributing to various aspects of digital marketing and customer relationship management. He began his tenure in 1999 as Manager of Digital & eCommerce, where he worked for six years. He then served as Manager of Digital Business Development from 2005 to 2007, followed by roles as Manager of CLM/Direct Marketing from 2009 to 2012, and Manager of Digital North America from 2012 to 2015. After a brief period as Director of Customer Relationship Management from 2015 to 2018, he currently serves as Manager of Channel Marketing, a position he has held since 2018.
Education and Expertise
Randy Sprenger studied at the Milwaukee Institute of Art & Design, where he earned a Bachelor of Fine Arts (B.F.A.) in Design and User Experience from 1987 to 1990. He also completed a Webmaster Course at Marquette University, obtaining a Certificate. Additionally, he attended Harley-Davidson University, where he completed the Leadership Academy for Managers and earned an Associate Certificate in Project Management Methodology.
Background in Digital Marketing
Randy Sprenger has extensive experience in digital marketing and business development. His career includes a role as Sr. Producer, Digital at Laughlin Constable from 1995 to 1999, and as Art Director/Computer Graphic Designer at SC Johnson for six months in 1991. His expertise encompasses digital advertising, customer relationship management, and marketing automation, which he has applied throughout his career at Harley-Davidson.
Achievements in Marketing Automation
Randy Sprenger has implemented significant marketing initiatives at Harley-Davidson. He developed a motorcycle training pre-class program in Salesforce Marketing Cloud, which resulted in a 17% improvement in conversion rates, a 36% decrease in class drop-outs, and a 2% increase in student pass rates. He also implemented a marketing automation solution for the Harley Membership Renewal program, saving 200 man-hours and enhancing engagement by 36%.
Revenue Growth through Digital Channels
During his time at Harley-Davidson, Randy Sprenger has driven substantial revenue growth through digital channels. He achieved $2.86 million in online revenue through email marketing, resulting in a 208% year-over-year increase. Additionally, he led the creation of a three-year Performance Marketing/Digital roadmap in collaboration with the IT department, focusing on enhancing the company's digital strategy.