Articles by Chris
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Chris Baird shared thisThis week, TikTok Shop has named Pattern® their 2025 Annual Strategic Partner of the Year. This is more than just an award. It reflects where ecommerce is heading. Social commerce isn't a bet anymore, it's a very real channel. The brands positioned there now will be very hard to catch. The window to build that advantage is closing fast. Here's why: Social commerce is no longer emerging. According to eMarketer, TikTok Shop now commands nearly 20% of all US social commerce and grew 108% in 2025 to $15.82B in US sales. It’s projected to surpass $20B in 2026. By next year, 1 in 2 US social media shoppers will make purchases on TikTok. The brands winning there aren't experimenting. They're executing. The complexity is real. Storefront setup, content, affiliates, advertising, fulfillment — on TikTok Shop alone, most brands are trying to manage that across five different vendors. Pattern does all of it on one platform. One partner. One platform. That's the advantage. The numbers back it up. 80+ brands launched. 365K+ creators activated. And hundreds more brands coming to TikTok Shop with Pattern in 2026. The brands that figure out TikTok Shop in the next 12-18 months will have an advantage that's hard to replicate. Pattern is built for exactly this moment. Congrats to Trygve Jensen, Grace Yang and the entire social commerce team. The work speaks for itself. Link below:
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Chris Baird shared thisMost brands are underestimating how much ecommerce is about to change. CEO Andy Jassy’s Amazon shareholder letter from a few days ago makes that pretty obvious. It’s not just a company update. It’s a pretty direct look at where things are going. Here’s what it means for brands: AI isn’t off to the side anymore. It’s getting baked into everything. Search, ads, discovery, fulfillment, logistics. And at the same time, Amazon keeps pushing on speed and convenience. The net of it is simple. The customer “buying”experience is changing fast. For brands, that means one thing. This is getting more complex, not less. It’s not enough to have a great product and run ads. You have to line up content, pricing, inventory, fulfillment. All of it working together in real time. Jassy basically says every part of the customer experience is going to be reinvented. Shopping, discovery, decision-making. All shifting. That creates opportunity. But it also raises the bar. Here’s what I think actually matters: 1. Execution matters more than tools AI speeds things up, but it rewards brands that can consistently execute across everything. 2. Everything is connected Content impacts conversion. Inventory impacts ads. Fulfillment impacts ranking. If you manage those separately, it breaks. 3. Data is the advantage As AI and eventually agents play a bigger role in buying decisions, clean, structured data across everything becomes the foundation. This is exactly the problem we’ve been focused on at Pattern®. Content, media, logistics, pricing, forecasting. Backed by a massive data set and a lot of time doing this. If you want to read the full letter from Andy Jassy: https://lnkd.in/gFrC5C8k Big picture, Amazon is betting ecommerce gets more intelligent, more automated, and more connected. Feels right. The real question is whether brands are set up for that or not. #Ecommerce #AI #Amazon #Pattern #AgenticCommerce
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Chris Baird posted thisI've joined Pattern® as Chief Marketing Officer. A lot of people have asked me why Pattern. Here is what I tell them and why I joined: 1. The growth speaks for itself. Record full year 2025 results. $2.5 billion in revenue, up 39% year over year. International revenue up 69%. NRR of 124%. Rule of 45. 2. The scale is real. Pattern works with hundreds of the world's top brands, helping them compete and win wherever consumers choose to shop. 70+ marketplaces. 100+ countries. Amazon, TikTok Shop, Walmart, Coupang, Tmall, JD, Mercado Libre, and so many more. As one of the largest third-party sellers in the world and the largest on Amazon in the United States, the data/fulfillment advantage this creates is nearly impossible to replicate. 3. The AI foundation is not recent. Pattern was investing in machine learning before everyone started calling it AI, building patents and proprietary technology long before it was a buzzword. Today the platform combines the best available AI models with more than 66 trillion data points to automate and optimize traffic, conversion, pricing, and inventory in real time. 31 patents issued or pending. 4. We are acquiring and building the right tech stack to win. ROI Hunter(Karel Schindler) brings product-level advertising intelligence. NextWave(Grace Yang) adds TikTok Shop and creator-led commerce with 1,200+ managed creators and 300,000+ affiliates. Current(Trygve Jensen) brought influencer marketing into the platform years ago. Amplifi.io(Jon Mcgee) handles content and product information at scale. We are assembling the right pieces to own the full ecommerce equation. 5. Pattern is winning across every major vertical. Pattern's brand partners span health and wellness, beauty, personal care, home goods, apparel, outdoor and tools, and beyond. Thorne, Bosch, Tumi, Leatherman, Sakura, Wahl, Spanx, and hundreds more. The breadth is a strength the market is just beginning to understand. 6. Pattern is just getting started. Pattern went public in September 2025. 24 global locations. 2,300+ team members. The infrastructure, the data, the team — it is all here. The next chapter is about growth, category leadership, and building a brand worthy of everything this company has built. 7. The people. Grateful to John LeBaron and Co-Founders David Wright and Melanie Alder for their belief and vote of confidence. Leadership matters. Culture matters. I have seen both up close and I could not be more excited. Also the importance they have placed on hiring the right talent globally, ensures we are building a team of winners across every department. Come join us! To the team I’m joining and those that came before me, what you’ve built is exceptional. I’m excited to build what comes next, together. Jason Beesley Ryan Byrd Rob Hahn Hugh Hinkson Brett Bardsley Victoria Henderson Bowers Missy Johnson Jason Wells Amy Hill #ecommerce
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Chris Baird shared thisThis week is my final week at Weave as I step into a new chapter. Right now, more than anything, I want to say what an honor it has been to be part of this team. The past 4.5 years have been one of the greatest experiences of my life. As this time comes to a close, what stands out most are the relationships I built with the people at Weave. Colleagues who have become lifelong friends, people I know I will build alongside again, and people I will know for the rest of my life. This time was no small moment for me. It became a massive part of who I am. A special shoutout to both Brett White and Roy Banks, for believing in me and giving me the opportunity to lead and build with all the support and resources we needed to not just compete, but win. I learned so much from you both. To my fellow members of the executive team. A group that balanced ambition with integrity and never lost sight of what we were building toward. Each one of you taught me so much. Sincerely. Marcus Bertilson Brooke Shreeve, PHR David McNeil Jason Christiansen Abhi Sharma Tyler Waltman Nicole Watt Erin Goodsell Matt Hyde Alan Taylor Branden Neish To my leadership team and direct reports. True builders. They challenged assumptions, elevated the work, and consistently made the outcomes better than the plan. The standard they operate at is rare. The late night calls and the constant challenging of the status qou. To this group I owe everything. Thank you. Bryan Archibald Jon Lee Natalie Jenkins House Kaycie Bleggi Nate Stansfield Jacob Sohn Nate Nelson Kevin J. Gulbransen Kali Geldis Roy Jackson Benjamin Ard To the entire marketing organization. Creative, driven, and always pushing to make the work better. This team didn’t just generate ideas, they turned them into real, measurable momentum. #team To our sales leadership partners. I’ve always tried to be the most sales oriented marketer and working with each of you made it so easy. You always made us look good. Your goals were always our goals. Jake Kuresa Spencer Pingel Taylor Youngblood (Rudy) Cody Moore Jared Robinson Adam Willson Tammy Barker Greg Leos Also a special thank you to our Board. The help, guidance, encouragement and support have always been there. I hope our paths cross again in the future. Any board would be lucky to have you! Stuart C. Harvey, Jr. Tyler Newton Blake Modersitzki Debora Tomlin Adrian McDermott David Silverman George Scanlon Finally, to the Weave team as a whole. Not just talented, but relentless. The kind of group that makes hard things possible and meaningful at the same time. When I think about this time, what stands out isn’t just what we built. It’s how it changed us. Who we became in the process. What we learned from each other. That’s what lasts. Grateful for the time, the trust, and the team. With AI Receptionist launching soon, Weave’s best years are still to come and I’ll be cheering them on the entire way. More to come on my next chapter soon.
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Chris Baird posted thisInfluence the organization. Own the outcome. Over the weekend I saw a post arguing that the CMO role is in trouble. HBR shared data about how the CMO tenure has been shrinking for over a decade, especially in PE backed services and B2B SaaS. The theme was accountability without authority. CMOs are hired to drive growth but lack control over budget, pricing, sales, data, or timelines, then are judged on outcomes they cannot fully influence. It is an important point. I have a few thoughts and maybe some advice for fellow marketing leaders. Yes, accountability without authority can be structural. But authority is rarely handed to you cleanly. It is built through influence, credibility, and alignment. I have plenty of gaps as a leader, but if there is one thing we have intentionally built as a marketing leadership team, it is the ability to operate across the organization, from sales to product to engineering to customer experience. That cross functional muscle matters more than ever. A modern CMO does not control every lever. Pricing may sit with product. Budget with finance. Quota with sales. But influence across all of them? That is the job. At Weave, marketing and sales share one goal: efficient revenue growth. Not leads. Not vanity metrics. Efficient growth means CAC, LTV, payback, conversion, retention, and expansion working as one system. That only happens when marketing intentionally brokers strong relationships across finance, product, sales, and customer teams. IMHO a CMO needs to focus on four things: First, translate growth into economic language. Show CAC to LTV, payback, EBITDA impact. Build financial truth with FP&A through disciplined forecasting and execution, even when it gets bumpy. Finance must trust your expense discipline and know every dollar has purpose. Second, bring market truth into product and pricing. Voice of customer and win loss data should shape direction. This is why product marketing is critical and why I prefer it sitting in marketing. Third, align tightly with sales around one revenue engine. Shared pipeline quality and conversion metrics. Our demand team is laser focused on what sales cares about and nothing else. Fourth, define performance truth. Even with messy data, clarify leading indicators and unit economics. The person who defines the scoreboard shapes the conversation. There is structural failure when boards hire a brand builder but expect short term EBITDA expansion, or hire a growth operator but underinvest in fundamentals. To be clear, this is not my personal board experience. I have been fortunate to have incredible support in my last two roles. But I hear/read the stories. Today the CMO role is less about owning every lever and more about integrating and influencing them. Authority is ideal. Influence is essential. What am I missing? I’d value other perspectives. For those in finance, product, sales or engineering, how do you see the CMO/MKT role evolving? #CMO #marketing
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Chris Baird shared thisWe just wrapped up Weave’s 2026 company kickoff with our marketing team. We closed out last year with strong momentum, and 2026 is starting the same way. Weave has been serving its core markets for nearly 18 years, and I’m incredibly proud that we continue to find new ways to grow within those core verticals while expanding into new medical markets. This team of determined and hard-working experts consistently generates demand, hits targets, and drives meaningful growth. Together, we’re building AI powered healthcare solutions that impact millions of patients every day. During our marketing breakout we focused on what excellence actually takes. 1. Working together to accomplish more than any one of us could alone. 2. Respecting the sacrifices that got us here and the ones we continue to make to raise the bar. 3. Leading with a service mindset, helping others succeed so the whole organization can move faster. Grateful for my incredible team! #getweave #WKO26
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Chris Baird posted this🚀 Weave is looking for a new Director of Product Marketing! At Weave, product marketing is the heartbeat of how our customers experience innovation and deliver incredible experiences to millions of patients every hour of the day! This role is one of the most highly visible and critically important to our organization. You’ll be regularly in front of the entire company, inspiring alignment, building excitement, and becoming the voice of the product story inside and outside of Weave. We’re looking for a visionary Director of Product Marketing—a master storyteller who can take complex ideas and make them resonate deeply with customers, employees, and the market. In this role, you will: ✨ Present and inspire at company-wide meetings ✨ Own go-to-market strategy for new products and features ✨ Translate customer insights into clear, compelling stories ✨ Partner with Product, Sales, and Marketing to shape the future of our category ✨ Lead with creativity, data, and passion to elevate our brand and drive adoption This is a high-impact leadership role where your work will be seen, heard, and felt across the company and by the thousands of businesses that depend on Weave every day. Please message our recruiter Gabby Aslett with any questions. This role will report to the one and only Natalie Jenkins House. Come work with us! #peoplefirst
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Chris Baird shared thisBig things are happening at Dykema this year. Weave recently acquired TrueLark, and together we’re bringing a powerful new solution to DSOs and patient-focused practices—combining the best of both teams to make life easier at the front desk and beyond. Together, we’re building a smarter, more connected experience for DSOs and patient-focused practices. Think: ✅ AI that answers and books appointments 24/7 ✅ Less front office chaos ✅ Happier teams and patients Come talk to us at Dykema, and catch our Thursday morning breakfast panel discussion for a real look at how Weave + TrueLark are making things simpler and more effective for growing practices. Register: https://lnkd.in/gtPvAwC2 We will have a solid team there this year: Srivatsan Laxman, David McNeil, Marcus Bertilson, Tapan Patel, Scott Chandler, Eric Weeden, Dan Guenther, Lisa Claridge, MBA, Becky Petersen and Rob Free--come say hello! We will have two booths and a lounge for the entire event. Appreciate all the work you and your team put into this every year, Brian A. Colao—excited to attend and connect! Dykema DSO Industry Group #DSO #Dykema2025 #Weave #TrueLark #DentalTech #PatientExperience #PracticeGrowth #WeaveLife
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Chris Baird posted thisI’ve come to believe that your attitude can be your greatest asset. It shapes how you face challenges, how you treat people, and how you show up when it matters most. Skills can be learned and circumstances will change, but the right mindset turns setbacks into fuel and pressure into purpose. I’ve seen it firsthand — working with people like this, and hiring people like this, creates the most dramatic and lasting impact on any team or mission.
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Chris Baird liked thisChris Baird liked thisI had the opportunity to speak on Weave’s women’s panel this week. It was an honor to sit alongside such accomplished women. I’m grateful to learn from the amazing people around me every day! Corinne Elaina Jeffers Anesha McCormick Melissa Huffman #WomenInTech #CareerGrowth
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Chris Baird liked thisChris Baird liked thisThe results are right on the label. The story behind the numbers is even better 👉 https://lnkd.in/gWBe3YiJ When Super Coffee's old 3PL left 8 of their top 10 SKUs out of stock during peak season, they needed a partner who could move fast. With Pattern, they onboarded in one week, cut lead times from 6 weeks to 1, and hit a 100% in-stock rate. Read the full case study to learn more.
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Chris Baird liked thisChris Baird liked thisAt the start of the year, I asked our Revenue team to put a sales quota on me. Same accountability as everyone else. $12K in MRR so far. Long way to go. This year, I'm trying to work alongside the team and stay closer to the work. In practice, that's meant building agents shoulder-to-shoulder with our product trios for Agent Day. Hopping on sales calls instead of just sending the intro. Doing the reps, not just cheering them on. If I'm asking the team to own it, I want to own it. If I'm asking them to build with AI, I want to build with AI. You learn different things when you're the one shipping. What's hard. What's magic. What customers actually light up about. Leading by example is less about the example and more about the leading. You can't really do one without the other. Grateful for a team that holds the CEO to a number.
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Chris Baird liked thisChris Baird liked thisIt’s been a month since I joined Pattern® and it has already been such a rewarding experience. ✨🎉 I’m incredibly excited to be where I am today and to be doing the kind of work I’ve always been passionate about. The past month has flown by, and from day one I’ve been energized by the opportunity to contribute and grow alongside such a talented team.💪🏻👏 Grateful for the support from the team and looking forward to continuing to learn, contribute, and build. 🙌🏻🔥Excited for the journey ahead in 2026!!
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Chris Baird liked thisChris Baird liked thisToronto… you didn’t disappoint. And, SPS Commerce.. thank you for being the most gracious, fun host Max and I could ask for. Partnerships take time. Great partnerships take time + alignment. Season that with the incredible people/takent behind the partnership and I genuinely feel like you can’t lose. Pattern® and SPS Commerce have worked hard over the years to get to where we are today: - sales trainings - co-value offerings - co-pitching - proven case studies - happy mutual customers Having the opportunity to meet the people behind the partnership (the executors), only added to the trust being built. I’m convinced that alliances is built on human connection. - Sharing a meal (or mini doughnuts) - looking someone in the eye - crashing one of their cubical spaces - admiring the incredible delicious smell of their office bathroom (seriously though. I want that scent in my house, haha) These are all small pieces to the partner recipe that makes for the best relationship. Thank you again to Emma, Nicolette, Ben, and the rest of the SPS team who gave us the best experience in Toronto. Toronto tip: - stay hungry. The food is incredible. #alliances #partnerships #networking #marketplaces #dtc
Experience & Education
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Pattern
View Chris’s full experience
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Courses
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Omniture Certified Professional - SiteCatalyst, Adobe Analytics
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Honors & Awards
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ObservePoint Certified Professional
ObservePoint
Completed advanced user training for ObservePoint platform and products.
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2018 "40 Under 40"
Utah Business
Selected as a "40 Under 40" recipient for 2018.
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2017 RevGen Winner
Mercato Partners
RevGen was created to celebrate those movers and shakers who help to fuel the Silicon Slopes economy.
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2012 SiriusDecisions ROI Award
SiriusDecisions - (Forrester)
The ROI Award demonstrates an organization has achieved strong sales, marketing and/or product alignment, and as a result has improved company performance. Demand creation/lead management/account-based marketing. A presentation that shows how the organization has built a measurable, predictable, repeatable demand creation engine. The presentation must demonstrate high levels of cooperation between sales and marketing, especially in the areas of process, infrastructure and incentives…
The ROI Award demonstrates an organization has achieved strong sales, marketing and/or product alignment, and as a result has improved company performance. Demand creation/lead management/account-based marketing. A presentation that shows how the organization has built a measurable, predictable, repeatable demand creation engine. The presentation must demonstrate high levels of cooperation between sales and marketing, especially in the areas of process, infrastructure and incentives. Initiatives may be broad-based or narrowly focused (e.g. account-based marketing) in nature.
Languages
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Portuguese
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Organizations
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DIgital Analytics Association
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