Aurora Multimedia has announced the appointment of industry veteran Hal Truax as vice president of sales and marketing. In this key leadership role, Truax will implement and oversee Aurora’s global initiatives, helping to evangelize integrators and distributors alike, on Aurora’s innovative and disruptive range of products.

With a career spanning over three decades, Aurora says, Truax has a “deep understanding of the ProAV landscape, combined with a proven track record of leadership and strategic vision.” The company says he will be the driving force in helping Aurora to increase awareness and revenue across the globe.

“I am honored and excited to take on this role at Aurora,” said Truax. “The AV industry is undergoing a transformation, with more effort being directed at solving the day-to-day problems that many clients are experiencing. Aurora is best positioned to lead the way with its truly innovative solutions. I look forward to working with the talented and experienced team at Aurora, where will work together to drive growth and deliver exceptional solutions while providing uncompromised value to our customers worldwide.”

Aurora CEO Paul Harris said: “Hal’s impressive experience, extensive knowledge, and motivational attitude will be an asset to Aurora. His storied career of elevating brands and cultivating internal company culture is the blend we’ve been seeking.”