My Time at Brookwood Companies

by Saad Khan | Aug 15, 2024 | Highlights, Works | 0 comments

At Brookwood Companies, I excelled in leadership, strategy, and creative direction despite the challenges of working within an industry traditionally lacking a modern marketing structure. I pioneered the development of Brookwood’s e-commerce platform, bringing the company into the digital age and expanding our market presence. My strategic integration of MultiCam, a brand known for its stringent protections, showcased my ability to manage complex brand relationships while preserving Brookwood’s identity. Additionally, I helped the launch of a PFAS-free fabric line, positioning Brookwood as a sustainability leader. I effectively managed a creative team, driving successful campaigns that fueled business growth.

• E-Commerce Development: Spearheaded the creation and implementation of Brookwood’s first e-commerce platform, enabling customers to directly purchase in-stock fabrics online, significantly expanding the company’s market reach​.
• Brand Integration: Successfully integrated the globally recognized MultiCam brand into Brookwood’s marketing efforts without compromising Brookwood’s brand identity, effectively managing a high-profile and highly protective client​.
• Sustainability Leadership: Led the launch of Brookwood-ZERO™, a PFAS-free fabric line introduced ahead of industry mandates, positioning Brookwood as an early adopter in sustainable fabric solutions and significantly increasing market share​.
• Trade Show Innovation: Designed and executed visually compelling displays for over 10 trade shows annually, enhancing Brookwood’s visibility and brand presence in competitive markets​.
• Creative Team Leadership: Managed and mentored a creative team of four, overseeing multiple projects, budgets, and deadlines while ensuring high-quality creative output across all marketing campaigns​
• Strategic Marketing Campaigns: Developed and executed targeted marketing strategies that aligned with Brookwood’s brand values and performance goals, contributing to sustained business growth and brand recognition​.
• Corporate Brand Identity: Guided the rebranding and development of Brookwood’s corporate identity, ensuring consistency across all divisions and platforms​ while maintaining the 35 years of Brookwood history.

Brookwood-ZERO™ : The Brand for a sticky situation

by Saad Khan | Aug 15, 2023 | Highlights, Works | 0 comments

At Brookwood Companies, my strategic marketing and branding expertise played a crucial role in positioning the brand as a leader in sustainability. Recognizing the market’s shift towards environmentally conscious products, I spearheaded the launch of Brookwood-ZERO™, a line of PFAS-free fabrics, well ahead of the industry mandate. By crafting a compelling brand narrative around our commitment to sustainability and innovation, I successfully differentiated Brookwood from its competitors.

Through targeted digital campaigns and strategic partnerships, I amplified this message, driving significant market interest and increasing Brookwood’s market share. My approach not only highlighted the technical superiority of our PFAS-free products but also reinforced Brookwood’s brand identity as a forward-thinking industry leader. This early adoption strategy not only positioned Brookwood ahead of the curve but also established lasting consumer trust and loyalty, directly contributing to our growth in a competitive market​.

In branding Brookwood Companies’ PFAS-free Brookwood-ZERO™ fabrics, I faced the legal challenge of promoting a product as “PFAS-free” in an industry where absolute claims can be legally and scientifically problematic. PFAS chemicals can inadvertently appear in products post-production, making it risky to guarantee absolute PFAS-free status.

To address this, I carefully crafted our messaging to emphasize Brookwood’s commitment to reducing environmental impact through advanced, proactive measures, rather than claiming absolute PFAS elimination. I worked closely with legal teams to ensure our branding and marketing communications were transparent and compliant with regulations. By focusing on our innovation in developing a C0 water-repellent finish, I successfully positioned Brookwood as a leader in sustainability while avoiding potential legal pitfalls. This strategic branding not only built trust with eco-conscious consumers but also reinforced our market leadership in technical fabrics​.