Built to Deliver at Scale:
Michael O’Neill
Senior Director of Engineering & Technology - Digital
Published August 2026
With a focus on technical precision and real-world performance, Michael helps turn ambitious digital visions into fully realized experiences.
21
Years in the Industry
A Defining Project in New York City
As Senior Director of Engineering and Technology for Diversified Digital, Michael O’Neill has led some of the most complex and high-profile digital projects in the industry. One of the most notable: the Edge Experience at Hudson Yards in New York City.
Positioned as a premier attraction, alongside landmarks like the Empire State Building, the Edge was designed to be a defining destination. Diversified was brought in to deliver the full digital and infrastructure scope, from the ground up, across the observatory experience and surrounding retail environments.
Failure wasn’t an option. With public visibility, client expectations and city-level stakes, the margin for error was essentially zero.
12
Years with Diversified
Collaboration at Every Level
To meet that level of complexity, Diversified approached the project differently. Teams were structured across departments, with dedicated leads and the flexibility to pull in additional expertise, both internally and externally, wherever needed.
For Michael, one word stands out when reflecting on the project: support. Open collaboration across teams created the foundation for success, ensuring that challenges were addressed quickly and decisions were made with the full picture in mind.
It’s a model that reflects how large-scale digital experiences come together—not in silos, but through alignment across disciplines.
1
Certification
From Vision to Execution
In his role, Michael acts as the technical bridge between vision and delivery. He supports everything from pre-sales and solution architecture to cost modeling and execution, translating ideas into systems that can actually be built and scaled.
That responsibility is especially critical in the digital space, where expectations continue to evolve. What was once simple digital signage has grown into something far more dynamic.
1
Cat
The Evolution of Digital
For Michael, digital signage has moved far beyond just putting screens on a wall. It’s now about how those systems actually perform. Today’s environments are driven by retail media networks, data and analytics, where success is measured by engagement, outcomes and return on investment.
It’s not enough for technology to exist within a space and just work. It has to interact with audiences, generate insights and contribute to a broader experience. That shift has changed how solutions are designed, implemented and evaluated.
2
Daughters
Building for What’s Next
He sees the current moment as a turning point. With AI influencing everything from content creation to system workflows, the digital landscape is evolving rapidly and creating new opportunities in the process.
Within Diversified, the digital team is equipped to meet that moment. With global resources, specialized expertise and a wide range of tools, they’re able to support everything from large-scale rollouts to immersive, experiential design across industries and geographies.
The Standard: Make It Work in the Real World
For Michael O’Neill, success comes down to execution. Big ideas matter but only if they can be delivered, scaled and sustained.
His focus is consistent: take complex challenges, align the right teams and build solutions that perform where it counts—in the real world.
Standards of Excellence in Action
Success doesn’t happen by chance. It requires a plan and dedication. At Diversified, our collective success is driven by:
People
The foundation of our organization and community. Without people, there are no actions, ideas or progress. They are the ones who bring skills, creativity and energy to any endeavor.
Purpose
The reason our associates act. A clear purpose provides direction and motivation. It’s the “why” behind actions and efforts, aligning the collective efforts of people towards a common goal.
Performance
The outcome of our associates working towards a purpose. Performance measures how effectively the purpose is being achieved. It’s a reflection of how well people apply their skills and efforts in pursuit of the organization’s goals.
Passion
The emotional drive that fuels our associates’ efforts. Passion enhances commitment and perseverance, making people more engaged and motivated to excel. It can transform ordinary performance into extraordinary achievements.
