Marketing Strategist - Technical & Professional Services

Position Summary

When you work at Daktronics, you’ll be part of something amazing. We design, engineer, manufacture and support bold, eye-catching digital LED display technology and audio systems.

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.

Daktronics is seeking a Marketing Strategist to own and drive the marketing agenda for our Technical & Professional Services business segment overseeing services offerings including Remote Technical Support, On-Site Technical Services, Repair Services, Parts & Materials, Preventative Maintenance, Event Production, Creative Services, Training, Consulting, Customer Success Programs. You will develop and lead an integrated, ROI-driven marketing strategy for the Technical & Professional Services segment aligned with Daktronics' global marketing framework and business growth objectives, while working closely with Sales, Global Services, Product Management and Customer Success, teams to build pipeline, grow the business, and strengthen our position in the market.

This is not a support role. You will bring vision, structure, and measurable results to one of Daktronics' important and evolving business segments. The ideal candidate combines strategic marketing expertise, strong business acumen, customer-centric thinking, and the ability to translate technical and operational capabilities into compelling customer value propositions.

What will the work look like for me?

Key Responsibilities

Marketing Strategy & Market Development

• Develop and lead the annual and quarterly marketing strategy for the Technical & Professional Services segment, aligned to segment goals and Daktronics' global marketing framework.
• Own competitive positioning, messaging architecture, and segment value proposition.
• Drive go-to-market strategy for new service offerings, from planning through launch and sustainment.
• Identify market development opportunities and translate them into actionable marketing initiatives.
• Build and maintain deep market knowledge - customers, competitors, trends, and regulatory landscape.
• Contribute segment insights to Daktronics' global marketing planning process.

Product & Service Positioning

• Translate segment positioning into service-specific messaging (preventative maintenance, remote support, professional services).
• Craft customer-facing messaging around business outcomes, operational efficiency, uptime, and risk reduction.
• Ensure consistent service branding across all customer touchpoints.

Demand Generation & Revenue Growth

• Build campaigns that generate qualified opportunities for service sales teams.
• Develop cross-sell and upsell programs targeting existing customers.
• Create lifecycle marketing programs that increase service adoption and renewal rates.
• Support pipeline generation through digital marketing, events, webinars, and industry engagement.

Content Development

• Produce case studies, videos, brochures, presentations, and sales tools.
• Create thought leadership content on operational excellence, technology adoption, and venue performance.
• Manage website, email, social, and customer communications content.
• Coordinate content development with subject matter experts across Services and Product Management.

Customer Success & Adoption Marketing

• Support onboarding and enablement programs for new customers.
• Drive campaigns that increase adoption of software and subscription services.
• Partner with customer success teams to improve retention and satisfaction.

Sales Enablement

• Develop battle cards, ROI calculators, and value-selling materials.
• Deliver internal product and service marketing training.
• Partner with sales on account-based marketing initiatives and equip teams with proof points (case studies, outcome messaging) to support positioning.

Where is this opportunity located?

Position has opportunity to work from Daktronics South Dakota Brookings or Sioux Falls locations or South Dakota home office.

To be considered for Marketing Strategist position, we require the following:

• Bachelor’s degree in Marketing, Business, Mass Communication, Journalism, or related field.
• Seven (7)+ years of B2B marketing experience with…