The former communications director at motorcycle maker Harley-Davidson will give the keynote speech at next year’s International Roofing Expo.

Ken Schmidt’s speech, “Make Some Noise: Open the Throttle and Dominate Your Marketplace,” will take place at 9:45 a.m. Feb. 24 at the Morial Convention Center in New Orleans. Schmidt is expected to talk about positioning your company, building a brand and relating to customers.

Show director Tracy Garcia said the onetime Harley-Davidson executive’s presentation should be a good one.

“Ken Schmidt played a pivotal role in the famous turnaround of Harley-Davidson from the brink of bankruptcy,” Garcia said. “Our attendees and exhibitors will love hearing his inspirational and motivating presentation.”

Officials with the National Roofing Contractors Association agree. NRCA is the show’s official sponsor.

“Ken Schmidt is a brand visionary with proven ideas and concepts that can easily be applied to the roofing industry,” said NRCA Executive Vice President Bill Good. “By attending, our members will learn innovative ideas on how to grow their businesses.”