From Nightclubs to Strategy: Getting to Know Our VP, Bradley Drummond

When we bring guests on the podcast, I’m always curious about the journey behind the title.

With Bradley Drummond, that journey starts in a place you might not expect.

He kicked off his career working in a nightclub production environment while still in college. Not the glamorous start you might expect. He was cleaning equipment, learning on the fly and putting in unpaid hours just to get exposure to sound, lighting and video systems.

But that early experience sparked something. He talked about the first time he saw a full audiovisual setup in action and how it completely changed his perspective on what technology could do.

From there, things moved quickly. He began working between running nightclub production on weekends and designing and installing AV systems during the week. That meant everything from small lounges to massive venues across the country.

It set the tone for a career built on saying yes to opportunities and not being afraid to jump into something new.

A career that doesn’t sit still

One thing that really stood out to me in our conversation is how comfortable Bradley is with change.

After his early work in production and system integration, he moved into hospitality management in Las Vegas, then shifted into a global role with a major AV manufacturer. That’s what ultimately took him across the world to Shenzhen, China.

When he was asked if he needed time to think about that move, his answer was simple. He said yes immediately because he knew he might never get that opportunity again.

That mindset shows up throughout his career.

He helped build a global team made up of people from multiple countries and worked across markets like hospitality, cruise ships, broadcast and cinema.

Later, he joined a startup in Indiana where, like most early-stage companies, everyone wears multiple hats. He was doing everything from engineering support to training to product management.

That variety has given him something he called out specifically during our conversation: perspective.

He’s seen the industry from just about every angle. Installer, end user, product manager, strategist. That experience now shapes how he approaches decisions and connects with teams across the business.

What brought him to Daktronics

Bradley first became familiar with Daktronics earlier in his career simply as a customer. He had worked for companies that supplied audio systems into Daktronics projects, so he knew the name.

But like a lot of people, he admitted he didn’t fully understand what Daktronics actually did until he got closer to it.

That changed when he connected with Ramesh Jayaraman, Daktronics CEO, and started learning more about the strategy role.

What pulled him in was a combination of the opportunity itself and the long-term vision of the company.

But there was another factor that kept coming up in our conversation.

Culture.

The thing that stood out the most

When I asked Bradley what surprised him most after joining, he didn’t go straight to products or markets. He went straight to people.

He talked about how supportive and collaborative the environment is, and how people are focused on the success of the company, not just their individual roles.

And he didn’t say that lightly. He’s worked at large global organizations, startups and everything in between.

His perspective was that this kind of culture is rare in the corporate world.

That really resonated with me because it’s something a lot of us who have been here for a while feel, but it’s different when someone new comes in and recognizes it right away.

Learning Daktronics, fast

Joining any company like Daktronics comes with a learning curve. There’s just a lot going on.

Bradley described his first couple of months as a crash course. He joined right as a major strategic project was underway, which meant he had direct exposure to different teams, products and markets all at once.

And then he went straight into Investor Day, where each market presented its direction and priorities.

That kind of immersion doesn’t usually happen all at once, but in his case, it accelerated the process.

Even with all of that, he was quick to point out that he’s still learning. Which honestly feels like the right mindset for a role like his.

Staying close to the customer

One thing I really appreciated was how much he emphasized staying connected to customers.

He recently visited a customer site and spent time understanding how they actually use their systems, what matters to them and where we can improve.

That perspective shows up in how he talks about Daktronics as a business.

It’s not just about manufacturing displays. It’s about being involved from the very beginning of a project through installation and ongoing support.

He called out how unique that is in the industry and how it allows us to stay closer to customers throughout the entire lifecycle. And if you think about it, that’s one of the biggest advantages we have.

Final thoughts

After sitting down with Bradley, my biggest takeaway is how his background lines up with where we’re headed.

He’s someone who thrives in change, understands multiple sides of the business, and values staying connected to both teams and customers.

And, just as importantly, he sees the same thing many of us do in Daktronics: A culture that stands out.

It’s going to be fun to see how that perspective shapes our strategy moving forward.

Listen to the full conversation with Bradley on our YouTube channel, or on The Daktronics Experience Podcast wherever you listen to podcasts.