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

ames Bennett - Director of Sales EMEA

James Bennett

DIRECTOR OF SALES, EMEA

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Neal Fairfield - Director of Consultancy

Neal Fairfield

DIRECTOR OF CONSULTANCY, EUROPE

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Paolo Pederoda

Paolo Pederoda

DIRECTOR OF BRAND GROWTH & ADVERTISING

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Torsten Schaefer

Torsten Schäfer

GENERAL MANAGER EUROPE

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Chris Vincent1

Chris Vincent

CHIEF INTERNATIONAL OFFICER

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Bobby White

Bobby White

HEAD OF MARKETING, EMEA

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International Leadership

Melanie Alder

Melanie Alder

CIO / CO-FOUNDER

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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

GENERAL MANAGER GREATER CHINA

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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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Aaron Smith

Aaron Smith

CHIEF PRODUCT OFFICER

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Jason Wells

Jason Wells

CHIEF TECHNOLOGY OFFICER

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Dave Wright

Dave Wright

CEO / CO-FOUNDER

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James Bennett

DIRECTOR OF SALES, EMEA

James Bennett oversees our EMEA sales team, uncovering new partner opportunities for consumer brands. 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.

Neal Fairfield

DIRECTOR OF CONSULTANCY, EUROPE

Neal Fairfield leads our Consultancy Practice that works with brands, retailers, and their investors to solve commercial challenges and capitalise on ecommerce opportunities. He specialises in growth strategy, organisational optimisation, ecommerce internationalisation, industry intelligence and benchmarking. He has extensive experience having worked in the US, Germany, Australia and the UK advising some of the world’s most valuable brands including Mercedes-Benz, Visa, Samsung, McDonald’s and HBO. Prior to Pattern, Neal spent the last decade working in various strategy-focused leadership roles within the Publicis Groupe. Neal holds a BA (hons) in Advertising & Marketing from Bournemouth University.

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.

Torsten Schäfer

GENERAL MANAGER EUROPE

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Torsten is the General Manager of Pattern’s European business. He is responsible for the revenue and profitable growth of the territory covering all departments of the business in the region (including our two offices in London and Munich). Torsten has considerable expertise in ecommerce, most notably at Amazon. Prior to joining Pattern, he spent around 10 years at Amazon retaining senior positions in vendor management, and as Principal Program Manager in which he was responsible for the analysis of profitability, sales, and operational metrics, as well as launching and positioning brands on the marketplace. Torsten began his career as a consultant for Accenture, developing his skills in data analysis and customer consulting. He has an MBA in Technical Business Administration from the University of Stuttgart.

Chris Vincent

CHIEF INTERNATIONAL OFFICER

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Chris Vincent is the Chief International Officer for Pattern. Chris has served in a variety of roles at the company including roles in Asia Pacific and Australia. Due to his efforts, the businesses in those regions have been very successful. He has been involved in strategic projects to support our Asia Pacific clients, particularly around business change, technology selection, and technology adoption. Chris has more than 18 years of experience in the retail and ecommerce space. He’s served as CIO for fashion retailer Pretty Girl Fashion, and prior to this was Head of Retail IT for surf brand Billabong. Chris holds a B.A. (Hons) in Economics & International Development.

Melanie Alder

CIO / CO-FOUNDER

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For its first five years, Melanie Alder managed Pattern’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 be the No. 1 third-party seller in the Health & Personal Care category on Amazon. 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 into a new headquarters.

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

GENERAL MANAGER GREATER CHINA

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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