Pattern
Pattern
Pattern

MEET OUR TEAM

European Executive
Leadership

Our growing team of global ecommerce experts in Europe works together as a seamless
unit to ensure our brands’ profitable ecommerce growth.

European Leadership

Torsten Schaefer

Torsten Schäfer

MANAGING DIRECTOR, PATTERN EUROPE

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ames Bennett - Director of Sales EMEA

James Bennett

DIRECTOR OF SALES, EMEA

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Paolo Pederoda

Paolo Pederoda

DIRECTOR OF BRAND GROWTH & ADVERTISING

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Bobby White

Bobby White

HEAD OF MARKETING, EMEA

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laura-maelane-headshot

Laura Maelane

FINANCE DIRECTOR , EUROPE AND MENA

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Megan Cochrane 1

Megan Cochrane

HEAD OF HR, EUROPE

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International Leadership

Melanie Alder

Melanie Alder

CO-FOUNDER / CHIEF STRATEGY OFFICER

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Dave Wright

Dave Wright

CO-FOUNDER / CEO

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Josh Baran

Josh Baran

CHIEF BRAND OFFICER

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Sarah Beard

Sarah Beard

CHIEF HUMAN RESOURCES OFFICER

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Jason Beesley

Jason Beesley

CHIEF FINANCIAL OFFICER

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Nilesh Biniwale

Nilesh Biniwale

GENERAL MANAGER INDIA

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Jed Brunson

Jed Brunson

CHIEF INFORMATION OFFICER

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Arthur Cheung

Arthur Cheung

MANAGING DIRECTOR OF ASIA

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Rob Hahn

Rob Hahn

CHIEF OPERATING OFFICER

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Amy Hill

Amy Hill

SENIOR EXECUTIVE ASSISTANT

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John LeBaron

John LeBaron

CHIEF REVENUE OFFICER

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Merline McGregor e1687210657470

Merline McGregor

GENERAL MANAGER AUSTRALIA/NEW ZEALAND

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Beau Oyler

Beau Oyler

CHIEF DESIGN OFFICER

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David Quaife

David Quaife

GENERAL MANAGER MENA

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carolyn sarnoff e1689782302895

Carolyn Sarnoff

CHIEF MARKETING OFFICER

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Jason Wells

Jason Wells

CHIEF TECHNOLOGY OFFICER

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Torsten Schäfer

MANAGING DIRECTOR, PATTERN EUROPE

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Torsten is the Managing Director of Pattern’s European business. He is responsible for revenue and profitability growth of the territory covering all departments of the business in the region (including our two offices in London and Munich and two warehouses in Wroclaw and Northampton). Torsten has considerable expertise in ecommerce and consulting. Prior to joining Pattern, he spent 10 years at Amazon retaining senior positions in category management, and driving strategic programs in which he was responsible for the analysis of profitability, sales, and operational metrics, as well as launching and positioning new and existing brands on the marketplace. Torsten began his career as a consultant for Accenture, developing his skills in data analysis and strategy consulting. He has an MBA in Technical Business Administration from the University of Stuttgart.

James Bennett

DIRECTOR OF SALES, EMEA

James Bennett oversees our EMEA commercial team. He has extensive experience working alongside brands such as Nike, Converse, TomTom, and Investec helping them to understand and maximise their digital growth opportunities globally. In his previous role as Head of Growth, B2B and Partnerships at WatchShop (formerly part of Watches of Switzerland Group) he conceptualised, launched & grew three new business verticals forging new commercial partnerships with Marks & Spencer, Next, Net-a-Porter, Decathlon & Jasper Conran. James has a BA (Hons) from Edinburgh University in Classical Music.

Paolo Pederoda

DIRECTOR OF BRAND GROWTH & ADVERTISING

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Paolo leads the Brand Management and Advertising functions in Europe. His role is to strengthen the relationship with our partner brands by scaling them across platforms and geographies. Paolo has 10 of ecommerce experience having held commercial leadership roles with Wayfair, Argos and Amazon. He began his career as analyst in the Insurance sector, followed by roles as statistician at The Nielsen Company. Paolo holds an MBA from ESADE Business School and a degree in Applied Statistics from the University of Padua.

Bobby White

GLOBAL HEAD OF MARKETING

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Bobby leads Marketing across EMEA. He is primarily responsible for sharing the Pattern proposition across the region to audiences we can help, using data-led strategies and a strong Marketing team to make sure we’re offering the right solution to help our prospects in the right environment.

Bobby started his career with Jaguar Land Rover, moving into B2B Tech with Ricoh and Infobip before moving to Pattern. Bobby’s experience is in leading Marketing teams and working closely with internal and external stakeholders to find the biggest financial opportunity for Pattern and our partners.

Bobby has a BA (Hons) in Management and Marketing, with further accreditation in Marketing and Project Management.

Laura Maelane

FINANCE DIRECTOR, EUROPE AND MENA

Laura is the Finance Director for Europe and MENA at Pattern. She brings more than 15 years of finance experience to the role, encompassing financial planning and analysis, accounting and adept team leadership. Before assuming the role of Finance Director at Pattern she served as the Vice President of FP&A at Entertainment One, where she played a pivotal role in improving the strategic planning process to drive informed decision-making. She spent the prior 7 years working in various management roles at Paramount Pictures and Universal Pictures. Laura started her career in Investment Banking Finance in New York City and Asset Management in London. Laura has a BSc. degree in Mathematics and Economics from Swansea University and is a Qualified Chartered Accountant (ACCA).

Megan Cochrane

HEAD OF HR, EUROPE

Megan’s role is pivotal in shaping the personal and professional growth of individuals within Pattern. Megan’s responsibility to help develop people goes beyond conventional HR functions, as she is committed to changing the perspective of HR itself, transforming it into a product driven by the needs and aspirations of our employees. By championing this innovative approach, she plays a crucial role in fostering a workplace culture where every individual feels valued, supported, and empowered to reach their full potential. Throughout her career, she has consistently been drawn to the multifaceted world of HR, where she has embraced the diverse roles and responsibilities it encompasses. From talent acquisition and employee development to organisational strategy and culture building. Her journey has been defined by a deep passion for understanding and nurturing the human element of organisations, recognising the catalyst role HR plays in shaping the success of companies.

Melanie Alder

CO-FOUNDER / CHIEF STRATEGY OFFICER

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For Pattern’s first five years, Melanie Alder managed the company’s operations team. Her prior experience as managing partner for an investment company fostered strategic planning and revenue growth skills that have helped her lead Pattern to become the No. 1 third-party seller on Amazon, globally. With an extensive real estate background that honed her entrepreneurial skills, she has shifted her focus at Pattern to acquiring other companies and facilities to expand Pattern’s fulfillment capabilities, as well as overseeing corporate expansion.

Dave Wright

CEO / CO-FOUNDER

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Dave Wright is the CEO and founder of Pattern. Pattern is the world’s leading ecommerce accelerator with a world-class analytics platform and strong culture obsessed with the success of Pattern partners, demonstrated by a near-perfect customer retention rate. Prior to Pattern, Dave spent his career as a data fanatic and technology executive. Dave graduated from Brigham Young University with dual degrees in Accounting and Information Systems. Dave graduated as top 1% of the Marriott School of Business.

Josh Baran

CHIEF BRAND OFFICER

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Josh Baran is a business leader with over 20 years of experience in the retail and ecommerce space. Prior to his role with Pattern he held senior-level leadership positions in the strategic planning and customer experience functions with several major retailers. His background provides him with unique insight into what is required to accelerate growth for Pattern and our brand partners. Josh holds a degree in Information Systems Management from the University of South Florida.

Sarah Beard

CHIEF HUMAN RESOURCES OFFICER

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Sarah Beard brings over fifteen years of HR experience in both healthcare and retail settings to her role at Pattern. Prior to joining Pattern, she served as the HR Manager for Cornerstone Healthcare and Haven Healthcare & Hospice, where she implemented policies and strategies to meet stringent compliance requirements, recruit, train, and retain a high performing and motivated workforce. Sarah specializes in talent recruiting, onboarding, benefits management, and employee relations policies and strategies. Sarah received her bachelor’s degree in Communications from the University of Utah.

Jason Beesley

CHIEF FINANCIAL OFFICER

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Jason Beesley brings more than 20 years of global finance, operations, and strategy experience with public companies to his role as CFO at Pattern. Prior to joining the company, Jason served as CFO in London for NBCUniversal’s International division, where he ran multibillion-dollar global businesses and worked on the $36 billion acquisition and integration of Sky. He previously held multiple senior financial leadership roles at NBCUniversal and General Electric, based in the United States and overseas. Jason graduated with a bachelor’s degree in economics from Brigham Young University.

Nilesh Biniwale

MANAGING DIRECTOR OF INDIA OPERATIONS

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Nilesh Biniwale brings around 25+ years of experience in Software engineering & leads our Pattern India team in capacity as the Managing Director. His role includes overseeing & managing the operations of the technology development center. He specializes in Product management, Software Engineering Practices, IT Operations, IT Service Management processes. He is also experienced in setting up entrepreneurial ventures to ideate, design and develop technology products. Nilesh’s solid engineering experience comes from being associated with tech Giants like Schlumberger, Allscripts & Microsoft. Along with his graduation degree, he also holds various certifications, like PMP, PMI-Agile Certified Practitioner, ITIL Expert & is also a Certified Coach (ACC) by the International coaching federation.

Jed Brunson

CHIEF INFORMATION OFFICER

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Jed Brunson’s expertise in business intelligence and information management has been honed through more than two decades in work for global enterprises. He has served in a variety of roles including Senior Business Intelligence Engineer, Portfolio Director, and Senior Financial Analyst. His knowledge of IT systems and their overall impact on organizations uniquely positions him to keep Pattern’s technical infrastructure running smoothly. Jed received his bachelor’s degree in Accounting and Finance from Weber State University.

Arthur Cheung

MANAGING DIRECTOR OF ASIA

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Arthur Cheung leads Pattern’s Asia Pacific business, working with both Hong Kong and Chinese businesses. He also supports our clients around the world who need assistance to negotiate the Chinese market. Based in Hong Kong, Arthur has more than 20 years of experience in senior ecommerce and ICT roles, working directly for brands and as a consultant. Prior to joining Pattern, Arthur was a Partner Consultant with WiseSmart Consultants specializing in ecommerce business strategy and supporting digital start-ups such as Vcare Company Limited. He has also worked as a Senior Consultant for the Hong Kong Productivity Council and spent five years as Chief Operations Officer for fashion eyewear manufacturer OKIA Optical. He holds a Master of Arts degree specialized in Information Systems Development from City University of Hong Kong.

Rob Hahn

CHIEF OPERATING OFFICER

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Rob Hahn brings more than a decade of executive experience in operations, robotics, and automated warehousing to his role as Pattern’s Chief Operating Officer (COO). Hahn joined Pattern from Whitebox where he served as COO and built the company’s global fulfillment network from the ground up. Previously, Hahn served as a senior leader at Amazon where he pioneered the company’s automated fulfillment centers, driving the successful integration of robotics and global expansion of the company’s logistics services.

John LeBaron

CHIEF REVENUE OFFICER

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John oversees go-to-market activities for the company and its partners. Prior to joining Pattern, John ran marketing for the Google Cloud business at Rackspace and has held a variety of global marketing roles with leading tech companies including Apple, Cisco, and Ciena. He holds an MBA from the Kellogg School of Management, an MSW from Columbia University, and a B.A. in Communications from Brigham Young University.

Merline McGregor

GENERAL MANAGER AUSTRALIA/NEW ZEALAND

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Merline McGregor leads our Australian business at Pattern. Merline manages our teams based in Sydney and Melbourne as well as supporting global client projects. Merline has worked with retailers to drive their digital marketing and customer acquisition strategies successfully to market. Specializing in strategy, international commerce, and customer engagement and loyalty, Merline has held senior roles with some of Australia’s largest global retailers such as Mimco and Forever New. Prior to Pattern, Merline ran her own digital agency, working with iconic fashion brands including Calibre, Review, Metalicus, G-Star, and Love&Lustre. Merline has a postgraduate degree in Psychology and Statistics as well as a master’s degree in Media and Communications.

Beau Oyler

CHIEF DESIGN OFFICER

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Beau Oyler serves as Chief Design Officer at Pattern, where he uses an industry-first approach that harnesses the soul of design and the science of data analytics to create the right brand, at the right time, for the right consumer. A design entrepreneur, Beau is also the Founder and CEO of Enlisted Design where he works at the intersection of business, data, and design to create product experiences for some of the world’s most sought-after brands, like Allbirds, Samsung, Nestlé, and Amazon. His work has won every major international design award and can be found at the Museum of Modern Art, Apple Store, Whole Foods, Best Buy, and Target. Beau graduated with a degree in Industrial Design from the Academy of Art University in San Francisco.

David Quaife

GENERAL MANAGER MENA

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David Quaife runs Pattern’s Middle East and North Africa division based in Dubai. He has considerable expertise in creating seamless customer journeys across online and offline touchpoints for consumers in the Middle East region, having worked for two of its major retail players. He joined Pattern in October 2018 from Landmark Group, where he was Head of Omnichannel at Home Centre with responsibility for the retailer’s entire digital strategy including ecommerce, digital marketing, and in-store digital. Prior to this he was Head of Ecommerce for Alshaya’s Mothercare business with responsibility for its online presence in both the Middle East and Russia, including owning the P&L for both sites. Earlier in his career, David spent a decade working in the U.K. for retailers such as Amazon and Dixons Carphone.

Carolyn Sarnoff

CHIEF MARKETING OFFICER

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Carolyn Sarnoff is Chief Marketing Officer at Pattern, leading the company’s worldwide marketing efforts across 20+ global locations. A trailblazing former Amazon executive, Carolyn brings nearly 20 years of experience driving global ecommerce growth and innovation to her role at Pattern. While at Amazon, she owned a portfolio of multi-billion-dollar P&Ls and oversaw an array of marketing and growth operations. Carolyn holds an MBA from the Kellogg School of Management, with concentrations in marketing and strategy. She also received a bachelor’s degree in art history and psychology from the University of California, Berkeley.

Jason Wells

CHIEF TECHNOLOGY OFFICER

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