Harley-Davidsonannounced the appointment ofEdel O’Sullivanto the position of Chief Commercial Officer (CCO) as of this month replacing outgoing and retiring CCO Larry Hund.

The MoCo says O’Sullivan brings “…extensive experience in omnichannel retail and durable goods, focusing on commercial excellence and organizational change.” The move looks to bring additional “new blood” to Harley-Davidson to help it complete its Jochen Zeitz-developed Hardwire plans.

About the appointment, Zeitz said:

“Edel has an excellent track record of effectively building commercial and organizational strategies, based on clear market and consumer insights, that deliver strong financial and operational results. She will bring new perspectives and capabilities to our leadership team as we execute the priorities of our 5-year strategy,The Hardwire.”

O’Sullivan has a broad background including serving as a partner at Bain & Company. While there, she led the development of major corporate transformations. In her previous role, she led changes such as “the strategic delivery of profitable growth initiatives across multiple industries, with emphasis on retail, advanced manufacturing, and OEMs.”

Previously, Ms. O’Sullivan worked in financial planning and analysis for a division of Procter & Gamble. She holds a Bachelor of Chemical Engineering from the Universidad Simon Bolivar in Caracas, Venezuela. In addition, she holds an MBA with distinction from the Harvard Business School.

With Zietz clearly attempting to transform the MoCo into a company focusing on its “premium” products, the appointment of Ms. O’Sullivan appears to be in line with Zeitz’s plans.

Outgoing CCO Larry Hund will not be leaving Harley completely. He will remain the Chairman of Harley-Davidson Financial Services.