Priority Sign Names New President, COO


Sheboygan, Wisconsin-based Priority Sign, a global signage program management, design and manufacturing company, announces the appointments of two new top executives.

Andy Dykstra has been promoted to company president after having served as executive vice president of sales since 2011. In that role, he spearheaded the company’s business development of customer signage programs and oversaw the design, sourcing and accounting functions. As president he’s responsible for all aspects of Priority Sign’s business.

Geoff Rosenbaum has been promoted to chief operating officer after serving as executive vice president of operations since 2011. In that role he had led Priority Sign’s project management group. As the company’s new COO, he adds the responsibility of all company-owned manufacturing and contract manufacturing.

As part of the company’s long-term succession plan, Ron D’Alessandro has transitioned out of the role of president but will remain CEO to continue cultivating the company’s future leadership.

“Over the past four years, Andy and Geoff have driven revenue increases by more than 30 percent and are inspiring our people to consistently meet and exceed the expectations of our customers,” says D’Alessandro. “We are committed to continuing Priority Sign’s momentum, and Andy and Geoff’s proven expertise and leadership are critical to our growth plans."

D’Alessandro joined Priority Sign 10 years ago after selling his own Atlanta sign company to Priority. Since coming aboard, he has guided the company from a few million in sales annually to more than $35 million. The company does more than 10,000 projects per year.

Priority Sign is an employee-owned company that has seven facilities spread out across the U.S.

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