Byrna Technologies splits sales and marketing leadership, hires HLK agency to boost brand and retail growth

Byrna Technologies has reorganized its sales and marketing functions into separate leadership roles to enhance brand messaging and accelerate retail expansion. The company appointed HLK as its agency of record to lead brand repositioning and marketing efforts. This move aims to broaden Byrna's customer base beyond early adopters to mainstream consumers while improving product education and retail presence. The transition includes recruiting senior leaders for sales and brand content, with interim support from existing staff, as Byrna builds on recent momentum including a media partnership with Fox Sports.