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.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.