Display Technology

Watchfire taps Dough Waldal as CEO

Photo: Watchfire

October 12, 2026

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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."