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Steve Pawl Named Chief Marketing Officer for Sunbrella

The company says it created the position to deepen its relationships with certain customer segments and to establish new ones.

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Sunbrella, a fabric brand manufactured and marketed by North Carolina’s Glen Raven Inc., announces the hiring of Steve Pawl as its first chief marketing officer.

His new company says Pawl is a seasoned marketing strategist with more than 20 years of experience building international consumer brands.

Pawl’s background includes working with global companies such the Husqvarna Group, Fruit of the Loom, Newell Brands and Pfizer, and in his new position he will be directing the global brand strategy, positioning and activation for Sunbrella as well as other trade brands within Glen Raven’s Custom Fabrics division. He will also support the parent company’s marketing initiatives across the company’s global footprint.

The company says the position of CMO was created to reflect the increased emphasis Glen Raven is placing on building connections with end-purchasers to drive preference, as well as strengthening demand-creation programs to increase sell-through of products featuring Sunbrella.

“The breadth and depth of Steve’s work in building global consumer brands in a variety of industries is a perfect fit for the first CMO of Sunbrella,” says David Swers, president and chief operating officer of Glen Raven Custom Fabrics. “As Sunbrella continues its growth trajectory, this position is a natural step in expanding the brand across complex markets globally. Through Steve’s leadership and proven ability to craft new purpose-driven brand strategies, we will continue our commitment to building stronger connections with our partners and end-users.”

Most recently, Pawl was vice president of eCommerce for Husqvarna Group, where he also served as vice president of brand and product marketing for the company’s Consumer Brands division, a $1 billion global division.

“Sunbrella is a global power brand, the result of its performance heritage combined with the strength of Glen Raven’s customer partnerships,” says Pawl. “The future of Sunbrella is unlimited and I’m excited to help write the next chapter of our brand’s rich heritage.”

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Tony Kindelspire

Tony Kindelspire is the former digital content editor of Sign & Digital Graphics & WRAPS magazines.

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