People of Pattern is a series that highlights those that make Pattern great – our team members. We speak with our people across the globe to discuss their responsibilities, achievements, and why they choose to work at Pattern. This week we sat down with Jennie Wilson, Senior Brand Manager in Pattern’s Melbourne office, to learn about her journey at Pattern.
Jennie started at Practicology as a Consultant in February 2016 and has taken on several roles within the business following Pattern’s acquisition of Practicology in 2018. In April 2021, Jennie was promoted to Senior Brand Manager and is now responsible for overseeing the success of the brands that Pattern works with in Australia, ensuring continued acceleration and growth on both Amazon Australia and eBay Australia.
I’ve been with the business since we were called Practicology, so I’m probably one of the long timers in Australia. My experience working with Pattern has been a ride, I am constantly learning new things every day. I’m meeting all the amazing people in the global team and learning new things and new facts. It’s opened my eyes to all things marketplaces. Every single day is something different, which is challenging, but also rewarding as well. I can definitely see the rewards coming from the effort we put in.
Prior to Pattern, I was at Practicology, so I was Senior Consultant working on consulting projects. We worked with a range of different brands on their trading strategies and on their DTC website, so a lot of my role was predominantly based in the businesses with the brands. I would work on their conversion optimisation, and basically accelerating the growth for the brand.
I also worked in a number of replatform platform projects, creating new websites for our clients. Actually, when I first started, within the first two weeks, it went from ‘Hey! This is Practicology’ to ‘Hey! This is Kikki K, go do an interim digital analyst role there!’. It blew up that quickly, which was amazing. It was a great way to learn about Practicology.
Then with Pattern I had the opportunity to move into the marketplaces arm, which I jumped at the chance at because it was so new in Australia at the time. I definitely saw it as an opportunity to learn more and I am now Senior Brand Manager at Pattern in the Melbourne office. I work with brands to accelerate their growth and make sure their marketplace proposition is strong on both Amazon and eBay Australia.
Every single day I continue to learn more. This challenges me in a way that moving back to retail-side wouldn’t necessarily do. I think I’d had the experience in the consulting side, had the experience of working in-house with retailers in interim digital roles, and basically understanding what was working for them.
Moving to the other side allowed me to get the grips with Amazon and everything that was happening on the platform, because we really did launch on marketplaces in Australia when it was so new. It’s exciting, it’s like getting in at the ground level and seeing it build with all the growth we’ve been having. The other week we were 345% YOY, which is incredible. We continue to see that growth because Amazon itself is still growing in Australia and I’m excited to see where Pattern can take this and the new brands that we can bring onboard.
The most rewarding part to me is seeing your hard work and efforts pay off, as I said we’ve seen some amazing results on marketplaces. I was wearing many, many hats when we first launched marketplaces. When we launched marketplaces in July 2019, Merline, Lara, Sean and I were in a warehouse in Australia, up in Dandenong South, and we spent two full days picking, prepping, and packing the products to send to Amazon.
To go from that to the point where we have our own warehouse now, where we are growing at such a large scale, it’s really exciting to see how far we’ve come and how our operations continue to grow and progress.
I would recommend working at Pattern if you want to work with a team who is basically the experts at what they do, if you want to learn more every single day, if you want to be challenged in your role and also want to really enjoy the day-to-day.
Also the global camaraderie is amazing. Being able to reach out to someone in the U.S. quickly by sending them a message and getting advice back so easily is super helpful for a market like Australia that is still growing. It’s also amazing seeing your rewards, knowing that the hard work you put in really pays off.
If you're looking to start a career in ecommerce or even if you're a seasoned professional and want to learn more about our exciting opportunities, check out our open positions here.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.