Marketing Strategist - Technical & Professional Services

Daktronics; Sioux Falls, Northern (SD, KY); Hybrid; USD 90,000 - 120,000; Full time

Benefits offered by this job

Competitive compensation

Meaningful benefits

Job summary

Daktronics is seeking a Marketing Strategist to own and drive the marketing agenda for our Technical & Professional Services business segment, overseeing services including Remote Technical Support, On-Site Technical Services, Repair Services, and more.

You will develop and lead an ROI-driven marketing strategy aligned with Daktronics' global framework, working closely with Sales, Global Services, Product Management and Customer Success to build pipeline, grow the business, and strengthen our

Qualifications

• Bachelor’s degree in Marketing, Business, Mass Communication, Journalism, or related field.
• Seven (7)+ years of B2B marketing experience with demonstrated ownership of strategy, campaigns, and measurable business outcomes.
• Proven ability to develop and execute integrated marketing strategies aligned to business growth objectives.
• Strong understanding of demand generation, pipeline marketing, and sales alignment in a B2B environment.
• Experience with marketing automation platforms, CRM systems (Salesforce preferred), and digital marketing channels.
• Data fluency comfortable building business cases, tracking ROI, and translating metrics into strategic recommendations.
• Excellent communication and stakeholder management skills across sales, product, and executive audiences. Fluent in English, written and verbal.
• Ability to work independently and lead initiatives in a distributed, cross-functional environment.
• 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.
• Ability to obtain and maintain appropriate visas for travel between Canada and the United States.

Responsibilities

• Develop and lead the annual and quarterly marketing strategy for the Technical & Professional Services segment.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Education

Bachelor's degree in Marketing, Business, Mass Communication, Journalism

Tools

Salesforce

Marketing automation platforms

Job description

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.

Qualifications

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 demonstrated ownership of strategy, campaigns, and measurable business outcomes.
• Proven ability to develop and execute integrated marketing strategies aligned to business growth objectives.
• Strong understanding of demand generation, pipeline marketing, and sales alignment in a B2B environment.
• Experience with marketing automation platforms, CRM systems (Salesforce preferred), and digital marketing channels.
• Data fluency comfortable building business cases, tracking ROI, and translating metrics into strategic recommendations.
• Excellent communication and stakeholder management skills across sales, product, and executive audiences. Fluent in English, written and verbal.
• Ability to work independently and lead initiatives in a distributed, cross-functional environment.
• 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, provincial, and local laws. Ability to travel approximately 10% (air and ground) which may include about three (3) weekends annually.
• Ability to obtain and maintain appropriate visas for travel between Canada and the United States. Must meet Canadian admissibility requirements.
• Effectively exercise discretion and independent judgment.
• Applicants must be 18 years of age or older.
• Daktronics does not sponsor, renew, or extend immigration visas for this position.

Desired traits

• Strong interpersonal skills with the ability to lead through influence.
• Collaborative mindset with the ability to work across functions and levels.
• Strong organizational skills with the ability to manage multiple priorities.
• Creativity and ability to develop and communicate new ideas clearly.
• Demonstrated ability to analyze performance and apply insights to improve outcomes.
• Strong desire to continuously learn and improve marketing effectiveness.

Daktronics is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status or other characteristics protected by law.