Channel Women In Security: Trade, Global Tension And Cyberthreats

Julie Laurin of Sphyrna Security joins CRN’s Cass Cooper to talk about the intersection of cybersecurity and marketing. The two discuss the importance of effective communication in cybersecurity, the transition from technical roles to marketing, and the impact of global tensions on cybersecurity practices.

In this episode of CRN’s Channel Women in Security, Julie Laurin, director of global business development for Canada’s Sphyrna Security, emphasizes the need for brands to understand their audience and communicate in a way that resonates with them rather than relying on fear-based tactics. The conversation also touches on future trends in cybersecurity, including the importance of human solutions to technical problems.

Watch the full episode above, or visit Spotify/Apple Podcasts for this and past episodes.

Tell us a little bit about your background and what you do.

Laurin: I work in cybersecurity as the director of global business development for Sphyrna Security. And have spent years managing software quality assurance departments. Over time, I transitioned into business development and marketing. My company, based in Ottawa, specializes in secure data transfer using fiber optics, which is a niche part of the cybersecurity world. I also recently moved to Prince Edward Island, Canada—home to amazing lobster and potatoes!

Many cybersecurity companies struggle with communicating their value to nontechnical decision-makers. How can brands better position themselves in the market?

Laurin: The key is hiring communicators—people who can translate complex cybersecurity concepts into digestible information for different audiences. Many cybersecurity solutions are developed by highly technical professionals who are brilliant at building systems but may not be the best at explaining them to nontechnical stakeholders. Companies should prioritize hiring professionals who can communicate complex ideas in simple, relatable ways to their target markets.

Sometimes companies misunderstand their target audience. How can they refine their messaging?

Laurin: It starts with truly understanding who you are building a product for. Too often, solutions are designed with a broad scope, but the end user may just prefer a simple tool like Excel. If you're a cybersecurity expert trying to sell a penetration testing service to small businesses, they may not understand what that means—but they do understand the threat of hackers. Tailoring your messaging to their level of understanding is crucial.

You made a transition from a technical role to marketing and business development. What was that like?

Laurin: As a neurodivergent person, I’ve always had a lot of interests. I ran a marketing company while leading tech teams, did science communication online, and even worked in editorial photography. My background in social engineering made it easier to understand people and their behaviors. Moving from dealing with things [like systems and code] to dealing with people felt like a natural transition for me.

What are some misconceptions about moving from a technical role to a communication-based role?

Laurin: The biggest misconception is that it’s easy. People assume that technical skills are the hardest to master, but communicating effectively is just as complex. It requires an understanding of emotions, motivations and behaviors. Most people struggle with something as simple as a job interview—so imagine the complexity of persuading an entire audience with messaging that resonates.

Many cybersecurity companies use fear-based marketing. Do you think that approach should change?

Laurin: Fear works, but it needs to be used responsibly. Fear-based messaging should be backed by real-life use cases that resonate with the target audience. For instance, telling a dentist that 50 other dental offices have been hacked is impactful. However, using that same example with a mechanic won’t work. Instead, we should appeal to a sense of responsibility—protecting employees, families and businesses with integrity rather than just scaring them into action.

Given the rising tensions between the U.S. and Canada, how do you see global changes in policy impacting cybersecurity?

Laurin: Canada and the U.S. are deeply intertwined in defense, intelligence and business. As tensions rise, interoperability and supply chain security become major concerns. Businesses need to protect intellectual property, secure their supply chains and understand that human factors—like heightened emotions—can increase vulnerabilities, especially in phishing attacks.

What vulnerabilities should businesses be paying more attention to right now?

Laurin: All existing vulnerabilities become heightened in times of uncertainty. Phishing attacks, third-party supply chain risks and critical infrastructure vulnerabilities are all increasing concerns. Organizations must assess their dependencies—if a critical component in their supply chain becomes unavailable, they need contingency plans. Additionally, strengthening network and physical security should be a priority, especially in critical infrastructure sectors.

Looking ahead, what trends do you see shaping cybersecurity in the next five years?

Laurin: One of the biggest challenges we need to address is the human element in cybersecurity. We need more cyber communicators—professionals who can educate and translate cybersecurity risks effectively, similar to how science communicators became vital during the pandemic. AI, machine learning and the security of smart devices and UAVs [drones] will continue to be major areas of focus. Additionally, operational technology [OT] cybersecurity is a rapidly growing field that newcomers should explore.

Any final thoughts for our audience?

Laurin: To our American friends, we love working with you, collaborating with you and sharing culture, technology and ideas. No matter the political climate, our industries are deeply connected, and by working together, we can solve complex human problems in cybersecurity and beyond.