Display Technology

Day in the Life: Senior director of design solutions

The inaugural feature in Digital Signage Today's new series Paul England, senior director of design solutions at SNA Displays, shares insight on his role, responsibilities and his typical workday.

Photo: Paul England

August 7, 2026 by Judy Mottl — Editor: RetailCustomerExperience.com & DigitalSignageToday.com, Connect Media

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There are hundreds, if not thousands, of job roles in the digital signage industry and getting a sneak peek at what those roles are is the focus of Digital Signage Today's new series: Day in the Life.

In each profile a digital signage industry professional will share insight on everything from specific job role responsibilities to what they like or don't like about their job to advice to those looking to step into the role.

In our inaugural profile Paul England, senior director of design solutions at SNA Displays, explains his day-to-day responsibilities, why there is no 'typical' week in his role and what he shares as critical to job success. In his role England works with artists, designers, architects, consultants, and content creators on a variety of initiatives, including technology training and project design. A veteran in the AV and digital signage industries, he is a Certified Technology Specialist and a master-level Certified Professional Training Management specialist. He also holds a private pilot certificate and is a second lieutenant in the Civil Air Patrol in addition to being an MU1 in the Coast Guard Auxiliary.

How did you get into the digital signage industry and what was your first-ever job in the industry?

I came from commercial printing about 16 years ago, and I've been more or less acting in a similar capacity to what I currently do the whole time. Had a friend working for an LED provider, and he thought I'd enjoy it. After a lunch with the EVP, a job offer came my way, and I was happy to make the move.

What skills are required for your job?

Chiefly, the ability to "speak architect" and act as translator for what the design community (architects, consultants, designers) is looking to achieve, and rationalize that into what is actually possible with today's technology.

What are your usual/typical workday hours and are any job tasks done beyond workday hours?

I'll let you know when I have a typical week! Actually, that is one of the fun things about what I do: it's always different. And very often, the schedules don't align with a typical workday schedule.

What does your role involve/focus on?

My main focus is helping the design community dream big about what is possible, and help put those ideas into practice. There are many facets to this, from teaching continuing education courses to sitting in design meetings, to helping create specifications and even construction documentation.

What are some of your daily duties/tasks?

Every day is a little different, but namely I do my level best to be responsive to my community. Email, phone, text, smoke signals… however they choose to communicate, I answer -or find answers- quickly and accurately.

What are some unique aspects to your role?

You have to understand not only your products and the various related products, but also the industries you sell into. You have to understand how a theme park operates, or how an outdoor advertiser, or professional sports team or what-have-you conducts their operation. What is important to them, and how can you help solve their key issues?

Describe a typical workday in terms of what you do in your role

In my role, I travel quite a bit. So a typical day might involve a flight, a car ride, a lunch meeting, an afternoon working on a design, followed by a client dinner. But sometimes (but too rarely) it's sitting at my desk responding to queries all day.

What is the best part of your job?

The amazing people I get to work alongside. From coworkers to colleagues at our partners, to the community I support. I feel very lucky I get to help make amazing things happen, with lots of people I genuinely call friends.

What is not the best part of your job?

While I generally enjoy travel, sometimes it can wear on you. From time to time, I just need a day or two to shut down, eat some junk food and play a guitar for a few hours to recharge the battery.

What advice would you give to someone looking to work in your job role?

Listen to everyone. Learn as much as you can about absolutely everything. Find collaborators you like personally and work towards creating greatness in every aspect you can affect.

About Judy Mottl

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Judy Mottl is the editor of RetailCustomerExperience.com and DigitalSignageToday.com at Connect Media. She is an award-winning editor, reporter and blogger who has worked for top media for nearly four decades,  including AOL, InformationWeek and Internet News, as well as for leading technology providers including HP. She’s written everything from breaking news to in-depth industry trends and reported on technology long before the internet arrived, including the debut of the first smartphone. When she's not sharing insights on digital signage deployments and trends in retail customer experience she's on the beach or watching the latest live murder trial.

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