The success of Pattern can be attributed to our amazing team and the people within it. Our #PeopleofPattern series highlights our people; the faces, roles and responsibilities behind what makes Pattern great. This week, in our second instalment, we sat down with Lara Jelowicki, Pattern’s International Director, to discover the story behind her journey and experience at the company.
Lara Jelowicki joined the Practicology team in January 2014 as an Associate Consultant, coming from a successful and diverse career overseeing the launches and trading of ecommerce websites for a number of global brands. After Practicology’s acquisition by Pattern in 2018, Lara came into her role as International Director. Lara’s role focuses on overseeing and managing the international team and activity, as well as providing strategic support to retailers seeking global expansion.
Lara’s experience working in logistics of import/export, P&L ownership, marketing, strategy, and trading have proven invaluable to her role as International Director and to the Pattern team as a whole.
I had been working as an Associate Consultant for Practicology for several years prior to the buyout and merger with Pattern. I came on board full-time post acquisition and really, it was an easy decision to make.
I first met with Chris Vincent (Chief International Officer) and heard his intentions for the international business, and then went to Salt Lake City, where I met our founders Dave Wright (CEO and Co-founder) and Melanie Alder (Chief Investment Officer and Co-founder) and the rest of the team in the US. They were all really inspiring. To hear not only what they had already achieved before buying Practicology but then to hear, from the top down, where they wanted to take the business, I had this instant belief that it would all happen. I knew the international team was going to be an important aspect of what they were trying to do, and I wanted to be part of the journey.
Pattern also has a team of great people. The thought of working with Chris and the other international members who were already onboard was just a really fun prospect. Sometimes it feels like we have become a bit of a work family. We spend so much time together, and some of us have travelled the world together.
I’m also someone who loves change and I embrace it. For people who think they want a job and they’re going to just sit in a box, that’s not Pattern. We’re changing every day along with the industry; we are constantly going with the times and adapting to the ecommerce environment.
I think it’s a sense of achievement. Three years ago, when Pattern bought Practicology, Practicology was a team of strategic consultants and did not have the stock-buy model.
In the last 24 months, we’ve opened warehouses in England, The Netherlands, the UAE, Hong Kong, China, and Melbourne. We’re selling on Amazon in almost every global instance. We have localised businesses on JD.com, Tmall and other global marketplaces, and have built up our international business to be a formidable player in the industry.
That sense of achievement, knowing what it took to get to where we are today, is phenomenal. A lot has happened, with a lot of people involved, a lot of hard work, a lot of late hours, a lot of calls at random times of day due to different time zones. But everybody has come together as a collective and I believe we should be really proud of what we have done so far. There is obviously still a long way to go.
If you want to be part of where ecommerce is going, I think the question is why wouldn’t you work at Pattern? Twenty years ago, if I had an opportunity to work somewhere like Pattern, it would have been game-changing to my career. Over the course of my career, we have seen all sorts of businesses come to market, whether it was Facebook, Instagram, Tik Tok, Bilibili or others. The companies became integral to the ecommerce experience so quickly and now I feel that Pattern is in a similar place.
We are still in the early days of a company that will really make a difference in ecommerce. It’s an amazing opportunity to work at Pattern and be part of the growth globally. Being on the international team, as we start to really accelerate, is an exciting place to be.
I’ve been working in international ecommerce for nearly two decades and I’ve seen over a hundred brands internationalise. Internationalisation can be a long, slow process involving multiple partners in each region and often at a country level. Our CEO Dave Wright talks about this a lot and refers to it as the Executive Dilemma, where your growth is limited by your ability to execute on going global online.
If you’re the right brand, with the right product and awareness, Pattern can take away the pain of achieving global scale online. You have accelerators, but you have to give away a piece of your business to them. Then you have Pattern, where you still retain ownership over your business, and we become a partner instead. This way, you can globalise quickly and with lower risk. That’s where Pattern is a pioneer.
Pattern is an all-in-one solution globally. That, plus our ability to act as a master distributor for brands in regions such as Asia and the Middle East, is pretty phenomenal. You can sell to just one company (i.e., partner with Pattern) and have your products sold online in every continent.
I also have to mention our technology, which is ingrained in what we do. We can provide consolidated insights and data on your brand globally. Very rarely do brands have a distribution partner who can consolidate everything and give them information at a detailed level across the board. To be able to log into a platform like Predict and see at a global level what the status of your sales are from a digital standpoint is, again, amazing.
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.
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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.