Director of Marketing
US-SD-Brookings
careers
Req #: 7277
Type: Full Time
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Responsibilities: DIRECTOR OF MARKETING Daktronics, Inc. Brookings, SD (HQ) | Regular on-site presence required **Applications will be accepted until 13 April 2026.**About Daktronics Daktronics is the world's leading designer, manufacturer, and servicer of large-screen LED video displays, scoreboards, digital billboards, dynamic message signs, and audio systems. Founded in 1968 and traded on the NASDAQ (DAKT), we serve customers across sports, commercial, transportation, and government markets in more than 100 countries. Our products inform, entertain, and inspire audiences worldwide and our people are the engine behind it all. Our products bring excitement to professional, college and high school games. They attract customers for businesses around the world, and even provide direction for people as they travel, work and play. As part of the Daktronics team, you'll have interesting, impactful work with flexible opportunities. You can learn and grow at a company that provides competitive compensation and meaningful benefits - and the people are second to none. The Opportunity We are seeking an experienced, results-driven Director of Marketing to lead and evolve our marketing strategy across the company and our core B2B market segments. This is a senior leadership role reporting to our executive vice president, responsible for developing corporate marketing strategy, building brand preference, driving qualified demand, overseeing corporate communications, and enabling our sales organization to win in a competitive marketplace. What You'll Do As Director of Marketing, you will be accountable for enterprise-level marketing function - from strategy through execution - by working in concert with the business segments, service, product marketing and corporate functions and other parts of the organization. You will accomplish your work through both influence and direct decision making. Your responsibilities will include: * 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. This includes owning Daktronics' internal and external narrative, ensuring clarity, consistency, and credibility across leadership, teams, and markets. * 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. * Managing the marketing budget with a focus on measurable ROI and continuous improvement. * Tracking market trends, competitive activity, and customer insights to inform strategy and product direction. * Owning the marketing technology stack, including marketing automation, analytics, attribution, and productivity platforms, to ensure scalable execution, trusted reporting and clear visibility into marketing's contribution to revenue. Qualifications: What You Bring * 15 or more years of progressive B2B marketing experience, with at least five years in a senior marketing leadership role. * Deep expertise in B2B demand generation, account-based marketing, and sales enablement within a company selling complex, capital-intensive products, solutions or Software as a Service (SaaS). * Proven track record of building and executing integrated marketing strategies that drive measurable pipeline and revenue growth. * Experience owning or working closely with a corporate communications function, including media relations and executive or investor-facing communications, ideally within a publicly traded company. * Demonstrated behaviors/competencies consistent with Daktronics culture and core values * Understanding of Daktronics customers and products, and understanding of our selling, designing, manufacturing, and services processes and systems * Experience marketing through both a direct sales force and a channel/reseller network is a strong plus. * Experience developing, executing, and owning comprehensive marketing strategies and plans for Technical Services, Software, and Subscription Services. * Familiarity with industries such as digital signage, AV technology, sports and entertainment, smart infrastructure, software, SaaS and related sectors is desirable. * Strong executive presence and the ability to influence at the C-suite level and present to the board as needed * Analytical mindset with experience using data and marketing technology to measure performance and guide decisions. * Experience managing teams of five or more marketing professionals. * Willingness and ability to be present at Daktronics' Brookings headquarters on a regular and consistent basis. * Bachelor's degree in Marketing, Business, or a related field required; MBA preferred. * The selected individual must be able to travel by air and ground and comply with the Daktronics Driver Eligibility Policy to begin and maintain employment. This requirement will be verified through a motor vehicle record (MVR) check conducted in accordance with applicable federal, state, and local laws. * Fluent in English, written and verbal. * Applicants must be 18 years of age or older. * Daktronics does not sponsor, renew, or extend immigration visas for this position. What Makes You Stand Out The ideal candidate has spent their career marketing high-value products and services to businesses and institutions - not consumers. You understand long sales cycles, multi-stakeholder buying decisions, and the importance of trust and relationships in B2B. You are equally comfortable setting corporate strategy and rolling up your sleeves when needed. You communicate with clarity and conviction and know how to shape a company's narrative both internally and in the market. Location The Director of Marketing requires regular on-site presence at Daktronics headquarters in Brookings, South Dakota. Candidates may commute to HQ on a regular basis. Relocation assistance is available. What are the pay and perks? The typical hiring range for this position is $185,000 to $215,000 annually based on the location of Brookings, SD. This position is eligible for bonus consideration. The actual offer will consider a wide range of factors, including relevant education, experiences, location, and applicable local legislation. Information about Daktronics benefits can be found on our website Career Opportunities (daktronics.com). This information is intended to be a general overview and may be
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