Responsibilities

• Developing and owning a comprehensive corporate marketing strategy that aligns with Daktronics’ long-term business objectives, ensuring consistent brand identity, value proposition, and market positioning across all segments and geographies.
• Leading brand positioning and messaging that reinforces Daktronics’ reputation as the industry’s most trusted and innovative experiences for audiences using technology and services.
• Collaborating and executing an integrated B2B marketing strategy aligned with Daktronics’ revenue goals across all business segments (Commercial, Live Events, High School/Park & Recreation, Transportation, International and Service Business).
• Accountable for marketing’s measurable contribution to revenue, including pipeline quality, conversion performance, and sales adoption of marketing programs.
• Overseeing the Corporate Communications function, including internal communications, executive communications, media relations, crisis communications, and the company’s public narrative as a NASDAQ-listed organization.
• Overseeing demand generation programs — including digital marketing, content marketing, trade shows, industry events, and account-based marketing — to drive qualified pipeline for the key sales channels.
• Owns lead strategy, qualification standards, and handoff governance to ensure Sales receives timely, high-quality opportunities aligned with revenue priorities.
• Partnering closely with Sales and Service leadership to lead marketing strategy for software, services, and subscription offerings, including value articulation, lifecycle marketing, and alignment with evolving revenue models.
• Managing product marketing efforts, including go-to-market strategies for new product launches, competitive positioning, and sales enablement tools.
• Leading, mentoring, and growing a high-performing marketing team.