Pattern appoints former Amazon executive Luke Elliott as Vice President of E-commerce, Europe
Pattern Group, a specialist in a accelerating brands on global e-commerce marketplaces by leveraging proprietary technology and AI, has announced the appointment of Luke Elliott as Vice President of E-commerce, Europe.
Elliott joins Pattern from Amazon, where he previously led Amazon Business Europe sales teams and 1P vendor management across multiple categories.
“Luke’s appointment marks a significant step forward in our commitment to helping brands grow in Europe’s increasingly complex and dynamic e-commerce landscape,” says Hugh Hinkson, Chief Commercial Officer at Pattern.
“His deep understanding of the e-commerce marketplace, paired with a track record of building scalable commercial strategies, will be a powerful driver of value for our clients, and we couldn't be more excited to have him as part of our leadership team.”
Prior to Amazon, Elliott held senior commercial roles at Tesco and Sysco (Brakes Foodservice), where he built and scaled wholesale and foodservice operations internationally.
“Across my career, I’ve worked on both sides of the transaction, buying and selling, across physical retail and digital commerce. I’m driven by reducing complexity and making commercial processes clear, predictable, and scalable so brands can grow faster, and buyers can transact without friction,” he says.
“I’m excited to bring that philosophy to our European clients to help them unlock growth through data driven execution and the strength of Pattern’s technology.”
2025 RTIH INNOVATION AWARDS
E-commerce was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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