Glen Raven Custom Fabrics, makers of Sunbrella®, announced the hiring of Steve Pawl as its first chief marketing officer. Pawl has a track record of developing growth strategies and strengthening brands for global companies including Husqvarna Group, Fruit of the Loom, Newell Brands and Pfizer. He will direct the global brand strategy, positioning and activation for Sunbrella as well as other trade brands within Custom Fabrics. He will also support Glen Raven marketing initiatives across the company’s global footprint. This elevated leadership position reflects the increased emphasis Glen Raven is placing on building connections with end purchasers to drive preference and strengthening demand-creation programs to increase sell-through of products featuring Sunbrella. In this new role, Pawl is charged with identifying new opportunities and delivering compelling solutions for a brand that has revolutionized the way the world thinks about how fabrics look, feel and perform.
Pawl holds an MBA from the University of Michigan and a Bachelor of Science from the University of Virginia. He says the challenge for global brands is how to differentiate themselves in a crowded marketplace and better communicate the brand promise to customers. For Sunbrella, this means increasing the brand’s desirability among end users and fostering greater engagement within targeted segments.