Brand & Sales Senior Manager - Defense Sprays

Position Summary

The Brand & Sales Senior Manager for Defensive Spray products owns the commercial P&L for Byrna's defense spray product lines (Bad Guy Repellent and Fox Labs), executing through matrixed partnership with the Amazon, supply chain/operations, and creative teams. Success will also come from aggressively expanding consumer retail distribution (convenience, drug, outdoor/sporting goods, specialty, and related channels), driving velocity in new and existing doors, and leveraging Byrna's growing brick-and-mortar dealer network while protecting and growing the brand's strong law enforcement/professional base.

The role demands a commercially minded operator with hands-on experience driving Amazon sales, owning Amazon PDP content, pricing, promotion and SKU/Multipack strategy, and driving performance marketing programs that convert at scale. The ideal candidate brings equal parts sales tenacity and digital marketing fluency and excels at getting cross-functional partners to deliver without holding formal authority of therein. Someone who can own the number, brief a creative team, direct an agency or internal resource, and build a third-party sales representative network for retail.

Key Responsibilities

Amazon Channel Ownership (Primary Focus)

• Own the commercial results of the Amazon Defense Sprays business and serve as the internal business owner for Byrna and Fox Labs defense sprays on Amazon. Directly own the strategy for PDP content, pricing, promotion, and SKU/multipacks; partner with and direct the Amazon team (matrixed) on Seller/Vendor Centeral operations and ad execution to hit revenue and margin targets.
• Drive topline revenue and margin growth through listing optimization, A+ content, Brand Store development, search rank management, and an expanded SKU line-up; including multipacks and bundles, partner with supply chain / operations on configuration, sourcing lead times, and assembly.
• Direct Amazon advertising strategy (Sponsored Products, Sponsored Brands, DSP) against disciplined targets, working through the matrixed Amazon ad team; own the spray advertising budget and its allocation
• Manage inventory forecasting and FBA replenishment in coordination with operations to prevent stockouts and minimize long-term storage fees.
• Monitor and respond to the competitive landscape on Amazon; conduct pricing analysis, product needs analysis, and implement strategies to protect and grow Buy Box ownership.
• Lead Amazon promotional planning (Lightning Deals, Coupons, Prime Day, etc.) aligned with inventory availability and margin thresholds.

Brick & Mortar Retail Development

• Identify and prioritize retail channel opportunities in sporting goods, outdoor, travel center, hardware, home defense, and personal safety categories (e.g., Big Box Retail, independent dealers, owned retail).
• Develop sell-in materials, planogram concepts, and retail margin structures; present to buyers and negotiate ranging, placement, and promotional terms.
• Partner with marketing and operations to ensure retail-ready packaging, POS materials, and in-store execution standards are met.
• Track and report sell-through data; manage retailer relationships to drive reorders and expanded distribution over time.
• Identify, recruit, manage and grow country wide network of manufacturer representatives to drive growth.

Pro Business Growth

• Develop and execute a targeted growth plan for Byrna's professional segment, including law enforcement agencies, corrections, private security firms, and government procurement channels.
• Build relationships with key accounts, distributors, and authorized dealers serving the pro market.
• Collaborate with product and marketing teams on pro-specific positioning, bundles, and training/demo programs that differentiate Byrna pro sprays in competitive bid situations.
• Track pro pipeline in CRM; forecast accurately and report progress against plan to senior leadership.

Packaging & Product Presentation

• Write and drive packaging briefs for consumer and retail SKUs, including multipacks; direct the matrixed creative team and partner with regulatory and supply chain/operations to deliver compliant, shelf- and e-commerce-ready packaging on schedule.
• Ensure Amazon hero images, secondary images, and video assets meet platform best practices and accurately reflect product features and safety information.
• Identify packaging improvement opportunities based on customer reviews, return data, and competitive benchmarking.

Performance Marketing & Demand Generation

• Brief and manage performance marketing campaigns (paid search, paid social, affiliate, influencer) to drive awareness and conversion across consumer channels.
• Define KPIs, track CAC, ROAS, and LTV; deliver regular reporting and optimization recommendations to leadership.
• Collaborate with the broader Byrna marketing team on brand-consistent messaging while tailoring channel-specific content for Byrna Spray audiences.

Forecasting & Compliance

• Submit accurate weekly sales forecasts and channel performance reports.
• Maintain complete and accurate CRM records for all accounts, pipeline, and activity.
• Ensure all sales, marketing, and distribution activities comply with applicable federal, state, and local regulations governing less-lethal products and chemical irritants.
• Adhere to Byrna's compliance requirements, trade compliance policies, and export controls when selling to government or international customers.

Qualifications

Required

• Bachelor's degree in Business, Marketing, or a related field, or equivalent combination of education and experience.
• 5+ years of combined experience in e-commerce, sales, and/or brand management, with a demonstrated track record of scaling a consumer-products business on Amazon (ideally into the millions); consumer products experience strongly preferred.
• Demonstrated experience managing Amazon sales either directly or through a matrixed organization- including listings, advertising, FBA operations, and analytics.
• Packaging development experience: ability to brief creative/design teams and shepherd packaging through regulatory review and production.
• Performance marketing background: experience owning paid media budgets and optimizing ROAS/ACOS/CAC targets.
• Proven track record of building or growing a retail or e-commerce channel from early stage.
• Strong analytical skills; comfortable in Excel/Google Sheets and Amazon brand analytics tools.
• Demonstrated ability to drive results through a matrixed organization, influencing and directing shared teams (e.g., Amazon, creative, supply chain) without direct reporting authority to achieve business outcomes.
• Ability to travel up to 25% for retailer meetings, trade shows, and law enforcement/pro channel events.

Preferred

• Prior experience in consumer packaged goodswith proven success building and growing distribution in sales channels such as outdoor, sporting goods, convenience, pharmacy, hardware, and travel.
• Experience managing channel conflict between Amazon, DTC, and brick-and-mortar.

Core Competencies

• Ownership Mindset - Treats Byrna Sprays as their own business; takes accountability for results across all channels.
• Influence and Cross-Functional Leadership - Gets matrixed partners (Amazon, creative, supply chain) to prioritize and deliver without formal authority; aligns stakeholders around shared goals.
• Amazon Fluency - Deep, practical knowledge of the Amazon ecosystem; can execute independently without agency dependence.
• Commercial Acumen - Understands margin, pricing strategy, channel economics, and how decisions flow through to P&L.
• Packaging & Brand Sensibility - Appreciates how presentation drives conversion both on shelf and online.
• Data-Driven Decision Making - Uses analytics to prioritize effort and validate strategy.
• Integrity & Compliance - Operates with the highest ethical standards; ensures all activities meet regulatory and corporate requirements.
• Adaptability - Thrives in a fast-moving, growth-stage environment across multiple channels simultaneously.

Working Conditions

This position may be field-based or hybrid depending on location. Some travel is required for retailer meetings, trade shows, law enforcement events, and Byrna facility visits. The role involves handling, demonstrating, and discussing chemical irritant sprays in accordance with all applicable safety protocols. Reasonable accommodations may be made for individuals with disabilities.