Watchfire Names Doug Waldal CEO, Succeeding Steve Harriott
2026-10-12 · via Digital Signage Today
Watchfire, a manufacturer of LED signs, digital billboards and video displays, has named Doug Waldal as its new CEO, the company said in a press release. He succeeds Steve Harriott, who is leaving to become CEO of a private equity-backed commercial HVAC and plumbing services business.
For an industry reader, leadership changes at a major LED manufacturer matter because Watchfire supplies hardware used across on-premise advertising, sports venues and outdoor and indoor digital signage. A new CEO can signal shifts in product priorities, channel strategy, or how aggressively the company pursues growth in a competitive LED display market that includes players like Daktronics and others.
Waldal most recently served as CEO of 80/20, a provider of configurable modular framing solutions. Before that, he was chief operating officer at Echo Engineering & Production Supplies from 2019 to 2021. His background is in manufacturing and operations rather than digital signage specifically, according to the release, which does not detail any direct prior experience in LED displays, out-of-home advertising or signage software.
In the release, Waldal said he plans to keep Watchfire focused on "innovation, quality, and unparalleled customer service" and on maintaining its position as what he called a "tier-one leader" in on-premise, outdoor advertising, sports and indoor digital signage. He credited the existing leadership team and staff as a foundation to build on.
Harriott, in his comments, pointed to Waldal's experience "growing organizations, implementing focused 'go-to-market' strategies, and driving execution" as reasons for confidence in the transition. He called his time leading Watchfire the privilege of his career and said the company's market opportunity remains significant.
The release does not specify a start date for Waldal, nor does it outline any immediate changes to Watchfire's product roadmap, manufacturing footprint or sales strategy. It also does not say whether Harriott will remain involved with Watchfire in any transitional or advisory capacity before moving to his new role.
For operators and integrators who rely on Watchfire's LED hardware, the practical impact of the CEO change will likely play out over time through decisions on manufacturing capacity, product development and customer support rather than through any immediate shift announced alongside the appointment.
The announcement in full
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Watchfire, a manufacturer of LED signs, digital billboards and video displays, has appointed Doug Waldal as CEO.
Waldal succeeds Steve Harriott, who is leaving the company to take a position as the CEO of a private equity-backed, commercial HVAC and plumbing services business, according to a press release.
"I am honored to join Watchfire as CEO at such an exciting time in the company's growth," Waldal said in the release. "I am looking forward to working alongside the talented team at Watchfire. The company benefits from a strong leadership team and staff, and I'm committed to continuing the work Watchfire has done to deliver quality and service excellence to our customers. We will remain focused on maintaining our position as a widely recognized, tier-one leader in on-premise, outdoor advertising, sports, and indoor digital signage by focusing on innovation, quality, and unparalleled customer service."
Most recently, Waldal was CEO of 80/20, a provider of configurable modular framing solutions for a range of end markets. Prior to 80/20, he was COO for Echo Engineering & Production Supplies from 2019 to 2021.
"Doug's enthusiasm and experience growing organizations, implementing focused 'go-to-market' strategies, and driving execution will be instrumental in advancing Watchfire's next chapter," Harriott said in the release. "Leading Watchfire has been the privilege of my career, and this team has built a company that sets the standard for our industry. The future for Watchfire is bright. The foundation is strong, the market opportunity is significant, and this team is second to none."
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