Byrna Appoints HLK and Creates Two Senior Roles for Retail Expansion
BYRN•Byrna Technologies splits its combined sales and marketing function into two dedicated senior leadership roles and appoints HLK as its agency of record to spearhead brand repositioning. It is recruiting senior leaders for brick-and-mortar sales and brand content while President Luan Pham departs.
1. Organizational Realignment
Byrna Technologies has separated its previously combined sales and marketing function into two dedicated senior leadership roles. The senior sales leader will target brick-and-mortar expansion and retail sell-through programs, while the senior brand and content leader will oversee marketing strategy, creative development, and media execution.
2. HLK Appointment
Byrna named integrated agency HLK as its agency of record to lead brand strategy, repositioning, creative development, and media and social campaigns. HLK will collaborate with Byrna’s internal team to refine messaging, improve product education, and reach mainstream consumers across digital and retail channels.
3. Interim Leadership and Transition
During the transition, Director Josh Schirard will coordinate brand and content initiatives on an interim basis reporting to CEO Conn Davis. President Luan Pham departs after contributing to earlier brand development; the executive leadership team will oversee the broader marketing function until new hires are in place.
