Colin Boucher, Senior Performance Department Director: People of Pattern

Clea Boyd-Eedle

July 20, 2022

Colin Boucher, Senior Performance Department Director- People of Pattern

Here at Pattern we believe that our people are integral to our success, and are what makes us great. Our #PeopleofPattern series highlights some of the incredible, data-driven people in our company to learn about their roles, experiences, and what it’s like to work at Pattern. This week we caught up with Colin Boucher, Senior Performance Department Director in Pattern’s Melbourne office in Australia.

Could you tell me a bit about your role and experience working at Pattern?

I’ve been working at Pattern for five years now in the Melbourne office, one of our two offices in Australia. My current job title is Senior Performance Department Director and I head up the Performance Marketing team, our responsibilities include things like Google Ads, paid social, advertising, affiliates and marketplaces advertising, as well. I manage our team and also work across the client set from a strategic point-of-view when working with some of our key clients on relationship management also.

I started at Pattern as an Account Manager, implementing the digital channels and working with clients on a daily basis. In August 2020, I started my current role working across all of our clients, in particular our key brands, including Under Armour, Converse, Rip Curl, & Baby Bunting.

You worked at Practicology when it was acquired in 2018, why did you choose to work at Practicology then and why do you choose to work at Pattern now?

When I first moved to Australia I had experience working in different sized agencies in the UK, and when I met Merline McGregor, she instantly grabbed my attention as someone that I wanted to work with. The role I came into wasn’t what I’m doing now, it was more of an account management role, running the clients on a day-to-day basis. At that point, they hadn’t had anyone in the Melbourne office in that sort of role. Because of this, it was a bit of an opportunity to go in and put my own stamp on things. I’d also done bits of ecommerce, but not huge amounts of it. This was a really key area in Australia, so it made sense to pursue from that perspective.

Even in 2017, the company had some fantastic global and Australian brands that really appealed to me, including Rip Curl & Converse. During the interview process, I got such a great impression of the people and culture, there wasn’t anywhere else I wanted to work.

What has been the most rewarding part of working at Pattern for you?

The most rewarding part for me has been seeing clients that were quite small when I started, grow much, much bigger and gain a great deal of significance. Being part of a brand’s growth is really satisfying, especially when, at times, the channels we own are crucial to them.

There are also a few people that have been in my team for a few years and they’ve gone from more junior positions to much more senior positions. This is also rewarding to me, it’s really nice to see people grow and develop.

Ultimately, going to the office and seeing the team is a pleasure, it’s a privilege to work with our brands too.

Last question, why would you recommend working at Pattern?

The people! I love working with the team across Australia. There’s loads of smart, really experienced people and the company continually recruits really talented people across all positions as well. Over the years we’ve also developed a strong client base. We have global brands like Under Armor and Converse, but also more local Australian brands that we’re helping to grow bigger. It’s really a mix of the people I work with at Pattern and the clients I work with – they’re all great.

We’re growing our team at Pattern!

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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