Pattern
Pattern
Pattern

MEET OUR TEAM

Australia Executive
Leadership

Our growing team of global ecommerce experts in Australia works together as a seamless
unit to ensure our brands’ profitable ecommerce growth.

Australian Leadership

MerlineMcGregor

Merline McGregor

MANAGING DIRECTOR AUSTRALIA / NEW ZEALAND

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Dan Richardson

Dan Richardson

DIRECTOR OF SALES JAPAC

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Stacey Hyland

Stacey Hyland

DIRECTOR

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Sean Walsh

Sean Walsh

DIRECTOR

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KatherineColeman 2 scaled

Kathryn Coleman

HEAD OF CUSTOMER MARKETING

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International Leadership

Melanie Alder

Melanie Alder

CO-FOUNDER / CHIEF STRATEGY OFFICER

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Dave Wright

Dave Wright

CO-FOUNDER / CEO

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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

MANAGING DIRECTOR OF ASIA

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Rob Hahn

Rob Hahn

CHIEF OPERATING OFFICER

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John LeBaron

John LeBaron

CHIEF REVENUE OFFICER

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David Quaife

David Quaife

GENERAL MANAGER MENA

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carolyn sarnoff

Carolyn Sarnoff

CHIEF MARKETING OFFICER

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Torsten Schaefer

Torsten Schäfer

GERMANY COUNTRY MANAGER & DIRECTOR OF BUSINESS OPERATIONS EUROPE

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Jason Wells

Jason Wells

CHIEF TECHNOLOGY OFFICER

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Merline McGregor

MANAGING DIRECTOR 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 in Psychology and Statistics as well as a master’s degree in Media and Communications.

Dan Richardson

DIRECTOR OF SALES, JAPAC

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Dan is responsible for connecting Australia’s leading retailers and brands with our first-class team of Ecommerce specialists to drive profitable and sustainable growth for them both at home and internationally. Dan has over 25 years of commercial experience and has spent the last 13 years working in digital marketing agencies in both the UK and Australia. During that time, Dan has worked with brands such as Apple, Nestle, L’Occitane, The Athlete’s Foot, Havaianas and Fantastic Furniture to create game changing Ecommerce strategies.

Stacey Hyland

DIRECTOR

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Stacey is one of the senior leaders in our Australian team. Specialising in Ecommerce and digital customer experience, she has worked as a senior Ecommerce specialist in retail, lifestyle, and FMCG industries for brands such as Dreamworld, Unilever, and OPSM. Prior to joining Pattern, Stacey co-founded her own Ecommerce grocery flash sale site, Off Your Trolley. She holds a degree in Commerce, Marketing & Management from Bond University.

Sean Walsh

DIRECTOR

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Specialising in ecommerce strategy, supplier selection, user experience, internationalisation, and business transformation, Sean Walsh has more than a decade of experience in ecommerce, running both domestic projects for Australian brands, and supporting their digital expansion to overseas markets. Before joining Pattern, Sean spent seven years at the SurfStitch group where he held several senior technology and operational positions. He is a qualified PRINCE2 Practitioner and attended the University of Canberra.

Kathryn Coleman

HEAD OF CUSTOMER MARKETING

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Kathryn joined the team in 2019 with her extensive local and international experience in CRM, loyalty and marketing. Having worked for well-known brands such as Topshop, French Connection and Sportscraft, Kathryn brings her customer focused and analytical thinking to our clients and to our Pattern Australia Business where she leads the marketing function.

Melanie Alder

CO-FOUNDER / CHIEF STRATEGY OFFICER

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For Pattern’s first five years, Melanie Alder managed the company’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 become the No. 1 third-party seller on Amazon, globally. 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.

Dave Wright

CEO / CO-FOUNDER

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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.

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

MANAGING DIRECTOR OF ASIA

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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.

David Quaife

GENERAL MANAGER MENA

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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.

Carolyn Sarnoff

CHIEF MARKETING OFFICER

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Carolyn Sarnoff is Chief Marketing Officer at Pattern, leading the company’s worldwide marketing efforts across 20+ global locations. A trailblazing former Amazon executive, Carolyn brings nearly 20 years of experience driving global ecommerce growth and innovation to her role at Pattern. While at Amazon, she owned a portfolio of multi-billion-dollar P&Ls and oversaw an array of marketing and growth operations. Carolyn holds an MBA from the Kellogg School of Management, with concentrations in marketing and strategy. She also received a bachelor’s degree in art history and psychology from the University of California, Berkeley.

Torsten Schäfer

GERMANY COUNTRY MANAGER & DIRECTOR OF BUSINESS OPERATIONS EUROPE

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Torsten Schäfer is our Germany Country Manager & 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.

Jason Wells

CHIEF TECHNOLOGY OFFICER

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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.

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