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Meet the team
MENA Executive Leadership
Our growing team of global ecommerce experts in the Middle East works together as a seamless unit to ensure our brands’ profitable ecommerce growth.
Chief International Officer
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.
General Manager MENA
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.
Head of Digital Marketing - MENA
Oscar Perales joined Pattern in early 2020 to deliver digital marketing strategy and services to our Middle Eastern retailer and consumer brand clients. He has extensive regional and global marketing experience from his time working for brands including Swarovski, Pandora, Abercrombie & Fitch, and travel site KAYAK. He has expertise across all paid and earned digital marketing channels including: search engine marketing, display, affiliates, social media, and email marketing. Prior to joining Practicology, Oscar worked for Chalhoub Group in the United Arab Emirates, running performance marketing for Swarovski brand across multiple digital channels and markets. He holds an MSc in Economics & Business Administration, Management of Innovation and Business Development from Copenhagen Business School.
Lara Jelowicki works within our international ecommerce practice, supporting retailers as they develop strategies to expand online overseas. Lara has worked in international ecommerce for nine years and has been involved in the launch and trading of 28 localised websites across nine countries, and in no less than eight languages. Her experience and responsibilities include the logistics of import/export, P&L ownership, marketing strategy and trading. Brands she’s worked for include Space NK, Hatley, and Aurora (Coast, Karen Millen, Oasis, and Warehouse). While with Practicology she's worked with several of our North American clients and also spent time in an interim role for a large fashion brand owner in continental Europe. Lara has a degree in International Development.
Global Head of Marketing
Joanna Perry oversees Pattern’s international marketing, PR, research, and other thought leadership activity. She spent 12 years as a journalist and editor covering technology, ecommerce and retail before joining the business. Authoring many of the reports that we produce to share our expertise, Joanna has developed knowledge of ecommerce trends in emerging markets such as China and the Middle East. She has spoken, chaired, and participated in events including Shoptalk Europe, Retail Week Conference and Ecommerce UK. In her last journalist role for UK business magazines - Retail Week and Drapers - she set up a content marketing division to support advertisers who wanted to use research, insight and events to reach their target audiences. Joanna Perry graduated from The University of Bristol with a BSc (Hons) in Economics and Politics.
CEO / CO-FOUNDER
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.
CIO / Co-Founder
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.
Chief Technology Officer
Jason Wells brings a decade of software development and analytics experience to his role as CTO of Pattern. Prior to launching Pattern's software platform in 2014, he previously held a variety of positions from Business Intelligence Engineer to Software Architect for a large global organization. His product-focused expertise in software, analytics, and infrastructure allows him to effectively manage strategic initiatives as well as daily technology operations. Jason received his bachelor's degree in Information Technology from Brigham Young University.
Chief Information Officer
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.
Chief Financial Officer
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.
Chief Revenue Officer
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.
Chief Brand Officer
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.
Chief Creative Officer
Josh Mendenhall is an expert of design and visual communication with more than a decade of experience in graphic/web design and marketing materials development. His previous roles include Creative Director for Entrata, a leading provider of property management software, as well as print and web design experience in the healthcare and network marketing industries. Josh received his bachelor's degree in Graphic Design from Utah Valley University.
Chief Human Resources Officer
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.
General Manager Australia/New Zealand
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.
General Manager Europe
Nicola Hollow is the General Manager of Pattern's European business. She 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). Nicola has over 25 years experience in senior ecommerce and leadership roles across DTC and Marketplaces. Working client side for brands such as Canon, Ted Baker and Harrods and for tech firms AltaVista and Yahoo, she also spent 4 years working as a Management Consultant and Board Director at Practicology before Pattern acquired the business.
General Manager Greater China
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.
Director of EU Business Operations
Torsten Schäfer is our Director of EU Business Operations, and he heads up Pattern’s Munich office. Torsten’s role is pivotal in building strategic partnerships and increasing sales for consumer brands within the German market, as well as surrounding areas in both German-speaking and international markets. 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.