Byrna Technologies Inc. (NASDAQ: BYRN) announced a reorganization of its sales and marketing functions, separating the previously combined roles into two dedicated senior leadership positions. The personal defense technology company also appointed HLK as its agency of record.

The company is actively recruiting for both new positions. The senior sales leader will focus on brick-and-mortar expansion and retail programs, while the senior brand and content leader will oversee marketing initiatives to drive repositioning efforts.

In connection with the restructuring, Luan Pham will depart from his role as president. Josh Schirard, Byrna's Director of Law Enforcement and Private Security, will coordinate brand and content initiatives on an interim basis, reporting directly to CEO Conn Davis.

HLK will support Byrna across brand strategy, repositioning, creative development, and media strategy. The integrated brand and marketing agency provides services including brand strategy, campaign activation, performance media, social media, and influencer marketing.

"Byrna has a strong product lineup, expanding distribution platform, and a significant market opportunity, but we need to better translate those strengths into measurable growth and a consistent customer experience," said Davis.

The changes are designed to help Byrna expand beyond its current customer base of early adopters and self-defense enthusiasts to reach mainstream consumers. The company aims to strengthen its retail presence and improve product education.

Byrna recently announced a media partnership with Fox Sports through iHeartMedia. The company manufactures less-lethal personal security devices including handheld CO2 powered launchers for consumer, private security, and law enforcement markets.

The information is based on a company press release statement.