A legacy textile giant with untapped digital potential — and I had to spin up a thriving eCommerce division from scratch.
Role:
Creative Marketing Director
Objective:
Build Brookwood’s first in-house digital marketing function and launch a B2B eCommerce platform to expand revenue beyond traditional channels.
Problem:
Brookwood’s existing marketing department was rooted in traditional practices and lacked modern digital capabilities. The company also had no online sales infrastructure and a fragmented brand identity — yet needed rapid modernization in a highly competitive, segmented market.
Scenario:
Brookwood Companies, a 35-year-old textile manufacturer, was steeped in tradition and reliant on military contracts and word-of-mouth consumer sales. The brand presence was inconsistent across product divisions. Competitors were modernizing quickly, leaving Brookwood at risk of losing relevance in both defense and consumer sectors.
Solution:
I created an integrated Creative Department from the ground up, staffed with a multidisciplinary team. The centerpiece: an in-stock eCommerce platform tailored to the needs of B2B textile buyers. Alongside, I spearheaded a unified brand system that could speak to two very different audiences — defense procurement officers and outdoor gear companies — without diluting identity.
Journey:
Due to the sensitive nature of Brookwood’s work as a military contractor and the proprietary technology involved, I am unable to share certain operational details. This discretion not only reflects my responsibility with confidential information but also the trust placed in me to handle it. Within these boundaries, my contributions included engineering a modern database for eCommerce, coding custom apps and plugins to manage and transfer product data, and structuring product displays to optimize SEO, Google Merchant integration, and ease of updates. The eCommerce rollout was deliberately paced — the new website launched in early 2022, followed by eCommerce in early 2023 — with multiple updates and iterations to align with evolving operational needs.
Success:
By the end of 2023 — its launch year — Brookwood’s eCommerce platform was able to process over $25M in Roll Goods business. In 2024, that number climbed to $63M, and early 2025 sales data suggests the platform will comfortably surpass that figure despite a broader market slowdown and ongoing tariff instability.
At Brookwood, our initial discussions about PFAS in fabrics focused solely on the per- and poly-fluoroalkyl substances themselves and their impending ban in California starting in 2025. However, I believed the conversation needed to shift to include the fabric itself, not just the chemical. This perspective created a more meaningful context, prompting us to consider the fabric as a whole and the role PFAS plays in its properties and in the end products made with it.
We developed Brookwood-ZERO, a groundbreaking product that is:
A water-repellent finish,
Designed specifically for fabrics,
Free of PFAS.
By recontextualizing PFAS as one of three critical factors—alongside the fabric’s functionality and water repellency—we reframed the conversation with customers. This approach didn’t diminish the importance of PFAS elimination but positioned it within a broader narrative about fabric performance and customer needs.
This strategy proved highly effective for Brookwood. We assured customers that our fabrics retained their desirable qualities, provided water resistance, and were completely PFAS-free. As a result, we became a leading seller of PFAS-free fabrics, achieving this position eight months ahead of California’s ban on these chemicals.
When Brookwood Roll Goods expanded its warehouse in Gardena, CA, the challenge wasn’t just space—it was visibility. The company had recently adopted a bold new brand identity, but its hallmark logo had never been visualized in three dimensions. That’s where I stepped in.
I led the design and execution of large-scale signage that transformed an abstract brand mark into a powerful physical presence. From ideation to installation, I took this project from sketch to skyline—securing permits, overseeing fabrication, and elevating the identity into a tangible landmark.
The final installation spans six key corners across the warehouse compound:
Six monumental signs
4’x4’x4′ cast aluminum corner cubes
Vibrant, colored plexiglass lettering
Engineered to showcase strength, depth, and modernity
What began as a flat graphic now lives as a sculptural emblem—bold, industrial, and unmistakably Brookwood.
Design isn’t just about aesthetics. It’s about storytelling, solving real-world challenges, and anchoring brands in physical space. I’m proud to have shaped this milestone—proof that a strong vision, executed well, can quite literally reshape the landscape. I know this mark is going to be there for years to come.
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: I led the creation and launch of Brookwood’s first e-commerce platform, enabling customers to directly purchase in-stock fabrics online. This significantly expanded the company’s market reach by transforming how its inventory is accessed. Unlike most U.S. textile manufacturers—who typically do not stock fabric for wholesale or retail—Brookwood maintains a comprehensive inventory of its own manufactured and sourced fabrics, available as roll goods to wholesalers, fabric cutters, and retailers. Recognizing this unique market position, I built the e-commerce infrastructure to capitalize on it—streamlining sales and opening new revenue channels. In 2024, Brookwood’s stock program generated approximately $63 million in revenue.
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.
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.
