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That Ecom Guy — Ollie Aplin

Kick off your week with Ecom Diaries, the newsletter founders actually read. I’m Ollie, a 3 x founder with 15 years building brands from the ground up. Sign up to get the tactics and insights I use to help DTC brands grow smarter and scale faster.

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As a Fractional CMO & Creative Strategist, I help ecom brands grow smarter and scale faster. Whether you’re building your marketing engine from scratch or trying to fix what’s not working, I plug in fast, bring senior direction, and focus on what moves the needle.

Over the past 10 years, I've built MindJournal into a global DTC brand with more than 250,000 customers, pioneering a new category in men’s mental health. As founder and CMO, I led product, brand and growth end to end, achieving seven-figure annual revenue and building a cult brand that didn’t just change lives, it saved them.

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These days, I work with brands that are ready to stop guessing and start scaling. I audit your entire funnel from first click to repeat purchase, taking the lead on what drives growth, and building a system that delivers scalable, profitable results.

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When growth stalls, it’s rarely just one thing. That’s where I come in.

What I deliver:

Brand & Creative Strategy

Building modern consumer brands with clear positioning, strong personality and standout creative that supports long-term commercial growth.

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Paid Acquisition & Retention

Full funnel growth strategy across paid, organic and lifecycle that strengthens acquisition, improves retention and maximises LTV:CAC.
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Email Marketing & Subscriber Growth

Driving 25–35% of revenue through optimised flows, campaigns and segmentation that turn customers into repeat buyers and loyal fans.

CRO & Customer Journey

Improving CVR and AOV with stronger offers and upsell strategies powered by better UX, compelling copy and high-converting landing pages.
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Product Design & Market Strategy

Shaping product design and market strategy through rich consumer insight, category experience and a proven track record in launching digital and physical products.

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Commercial & Founder-level Insights

Aligning marketing with margin, cash flow and the commercial levers that matter, giving founders clearer, faster decision-making.

How to work with me:

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Here are the three ways brands typically work with me, depending on the level of support they need and how quickly they want to move.

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  • On-Demand Sessions​
  • Monthly Growth Advice
  • Fractional Leadership

If this is the support your brand needs, let’s talk.

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