Marketing Strategist - Transportation

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.

What will the work look like for me?

Daktronics is seeking a Marketing Strategist to own and drive the marketing agenda for our Transportation business segment overseeing Aviation, Mass Transit and Intelligent Transportation System verticals. This is a strategic, high-impact role for a marketing professional who thrives at the intersection of market insight, business strategy, and creative execution. You will develop and lead an integrated, ROI-driven marketing strategy for the Transportation vertical aligned with Daktronics' global marketing framework and business growth objectives, while working closely with sales, product, and market development 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.

Key Responsibilities:

Marketing Strategy & Market Development

• Develop and lead the annual and quarterly marketing strategy for the Transportation vertical, aligned to segment business goals and Daktronics' global marketing framework.
• Own competitive positioning, messaging architecture, and segment value proposition.
• Drive go-to-market strategies for new products, solutions, and initiatives from planning through launch and sustainment.
• Identify market development opportunities and translate them into actionable marketing initiatives.
• Build and maintain a deep understanding of the Transportation market - customers, competitors, trends, and regulatory landscape.
• Contribute Transportation vertical insights to Daktronics' broader global marketing planning process.

Demand Generation & Pipeline Contribution

• Own and execute integrated marketing campaigns across digital, events, email, social, and paid media channels.
• Lead persona development, customer journey mapping, and segmentation to sharpen targeting and engagement.
• Drive lead generation, nurturing, and conversion programs in close alignment with sales priorities.
• Deploy account-based marketing (ABM) approaches for high-value prospects and key accounts.
• Define and track campaign KPIs including pipeline contribution, revenue influenced, MQL volume, and marketing ROI.

Sales Enablement & Customer Engagement

• Identify gaps in the sales enablement toolkit and develop assets aligned to the customer buying journey.
• Partner with Sales to improve marketing effectiveness at every stage of the funnel.
• Support programs that improve customer acquisition, retention, and lifetime value.
• Translate market and customer intelligence into actionable insights for sales and product teams.

Brand, Content & Creative Leadership

• Ensure all Transportation vertical marketing reflects Daktronics brand standards with consistency and creative excellence.
• Partner with Creative teams to develop compelling, on-brand materials across all channels and formats.
• Oversee content strategy for the vertical - thought leadership, case studies, product collateral, and digital assets.
• Champion the Transportation vertical narrative internally and externally.

Operational Excellence & Reporting

• Lead marketing initiatives from concept through execution with clear timelines, ownership, and accountability.
• Manage segment marketing budget with discipline, ensuring spend is aligned to business priorities and ROI expectations.
• Leverage marketing tools including project management platforms, CRM, marketing automation, and DAM systems.
• Track, analyze, and report on campaign performance — providing insights and recommendations to continuously improve effectiveness.
• Support annual and quarterly planning and budgeting processes.

Cross-Functional Collaboration

• Partner with the Transportation Market Segment Leader to align marketing strategy with business priorities and growth targets.
• Collaborate with Product Management on product launches and market introduction strategies.
• Work with Trade Shows & Events team to align tradeshow and events participation with broader vertical marketing strategy.
• Coordinate with the Director of Marketing and other teams on strategy, timelines, resources, and priorities.
• Serve as the marketing voice for the Transportation vertical in cross-functional discussions.

Where is this opportunity located? 

The individual in this position should reside within commutable distance from Brookings, South Dakota.

Qualifications

To be considered for the Marketing Strategist – Transportation 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.
• Ability to work independently and lead initiatives in a distributed, cross-functional environment.
• Effectively exercise discretion and independent judgment.
• Fluent in English, written and verbal.
• Applicants must be 18 years of age or older.
• 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.
• Daktronics does not sponsor, renew, or extend immigration visas for this position.

Desired Traits

• Experience with Aviation, Mass Transit and Intelligent Transportation System Industries.

Ready to make an impact? Apply now and start your journey with Daktronics.

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.