digiLED has appointed PJ Pedroni as senior director of national sales, based in Seattle. Pedroni will lead efforts to grow awareness of digiLED in new markets, with a focus on the company’s projects across sports, immersive experiences, attractions and digital-out-of-home (DOOH) applications.
He began his career in outdoor advertising and worked on a spectacular installation at the intersection of 42nd Street and Broadway in New York City, which won “Spectacular of the Year” in 2002.
Pedroni, senior director of national sales at digiLED, said: “I’m a creative guy at heart. What really drew me to digiLED is their broad reach in the market and the expertise to tackle each sector and deliver truly outstanding projects. With over 20 years of proven work and a rich heritage, it’s exciting to join a brand with such a strong portfolio. That gives me the platform to open new doors.”
In his new role, Pedroni plans to build on his out-of-home experience with a sharper focus on spectaculars, moving beyond standard billboard projects, and is particularly focused on the immersive and attractions sector.
He added: “This is a fast-emerging market for LED screen technology, and digiLED’s ability to create truly bespoke screens that seamlessly integrate with complex architecture makes it a great fit.”
Pedroni said he also plans to host lunch-and-learn sessions for potential partners at digiLED’s Pixel Depot showroom in Las Vegas, adding: “We’re not just another manufacturer – and that’s why it matters. We build exactly what you need at trusted production facilities, with quality, reliability and service at the core.”
digiLED operates from offices in the UK, US, Europe and Asia, and has more than 275,000sqm of LED screens installed worldwide. Its flagship showrooms include the Pixel Depot in Las Vegas and a facility in Dorking, near London.
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