Pattern®

Marketing teams spent a decade turning simple ideas into 47-slide strategy decks. Meanwhile, many of the highest-converting ads on the internet still boil down to: “Here’s the product.” “Here’s why it matters.” “Here’s the offer.” The Big Question: Have we overcomplicated marketing in an attempt to sound smarter than the customer? 🎉 The average consumer is exposed to roughly 4,000–10,000 ads per day, making clarity and speed more important than ever. 🎉 Studies have shown most digital ads have less than 2 seconds to capture attention before a consumer scrolls away. Why It Matters: 1️⃣ Consumers are overloaded, and in many cases clarity now outperforms complexity. 2️⃣ Many brands do not have a storytelling problem, they have an attention and conversion problem. 3️⃣ Great brand building still matters, but the message ultimately has to explain why someone should buy today. The best operators understand how to balance both: Brand narrative + commercial discipline. What I Would Do If I Were a Brand Leader: • Simplify messaging before adding more campaigns • Audit whether creative is driving action or just sounding polished • Measure conversion alongside engagement • Work with Pattern® to connect storytelling with actual commerce performance Ways to Reach Us: Pattern (eCommerce accelerator) The CPG View (podcast) The Retail eCommerce Club (community) The Retail Media View (newsletter) Subscribe to The Retail Media View 👇🏼 https://lnkd.in/etsfcm-S Image: Marketoonist #ecommerce #digital #omnichannel #strategy #cmo #cdo #ceo #cro #leadership #retailecommerceclub #cpg #privateequity #playtowin

Beauty is becoming one of the clearest examples of concentration of modern commerce. A handful of ecosystems are starting to control an outsized share of global attention, distribution, shelf space, retail media spend, and consumer loyalty. By the Numbers: 🔥 L'Oréal → $47.5B 🔥 Unilever → $29.3B 🔥 Estée Lauder → $15.6B 🔥 Procter & Gamble → $15.2B 🔥 LVMH Perfumes & Cosmetics → $9.1B 🔥 Beiersdorf → $8.0B 🔥 Bath & Body Works → $7.4B 🔥 Shiseido → $6.5B 🔥 Coty → $6.1B 🔥 Natura → $5.2B Why It Matters: 1/ Beauty has quietly become one of the most competitive operating environments in commerce. We are seeing the building distribution engines across Amazon, TikTok Shop, Sephora, Ulta, retail media, creators, marketplaces, and owned channels simultaneously. 2/ Scale compounds faster in beauty than most categories. Once a brand gains momentum, the combination of creator content, repeat purchase behavior, retail media support, and marketplace visibility can accelerate very quickly. 3/ The global nature of the leaderboard matters. France, the U.S., Japan, South Korea, Brazil, Germany, Spain. The strongest beauty companies increasingly understand cross-border commerce and localized consumer behavior better than competitors. At Pattern®, we see this every day with beauty brands trying to balance marketplaces, retail media efficiency, international expansion, pricing control, and creator-led commerce all at the same time. The teams moving fastest are operating beauty less like a marketing function and more like a full commercial system. Credit: VG Graphic Ways to Reach Us: Pattern® (eCommerce accelerator) The Retail eCommerce Club (community) The CPG View (podcast) The Retail Media View (newsletter) Subscribe to The Retail Media View 👇🏼 https://lnkd.in/etsfcm-S

It's been fun to have a front row seat to the partnership between Pattern® and TikTok Shop . The growth has been fast, and the impact on our brands has been impactful. The career bonus is that I get to work with Trygve Jensen and Kaumana Rindlisbacher at Pattern who have has been an absolute blast to be around.

1 year. One team member. Massive impact. A year ago, Rahul Sengupta joined Pattern® AU. Today, I can honestly say the team isn't the same, and I mean that in the best way possible. Some people join a team and do their job. Rahul joined and quietly raised the bar for everyone around him. Whether it's driving SEO strategy, building product listing frameworks for Amazon marketplace, working across managed services and core teams, or guiding someone like me on analytics, he brings the same energy to everything: figure it out, make it work, make it better. The dashboards and tools he's built in the last 12 months have become essential infrastructure for how multiple teams operate. That's not an exaggeration, it's just what happens when someone combines deep technical knowledge with a genuine problem-solving mindset. As his direct report, I've seen firsthand how he approaches challenges. He doesn't just solve problems, he teaches you how to think about them differently. That's the kind of leadership that compounds over time. Congrats on the milestone and looking forward to what year two brings.✨🙏🏻🌷👏🏻 #Pattern #WorkAnniversary #Ecommerce #SEO #ProductDevelopment #Analytics #AmazonMarketplace