Mark Logan Digital Consultant

Who AM I

Ecommerce Consultant & Former Head of Ecommerce at Aphrodite Clothing

From Graphic Designer to Head of Ecommerce to Independent Consultant

I’m Mark Logan, an ecommerce consultant specialising in designer menswear retail. I spent 13 years scaling Aphrodite Clothing from an under £1m independent menswear retailer to a business that Frasers Group acquired in 2024.

Now I help other independent menswear brands compete with END., Mr Porter, and Flannels, without losing their identity to corporate consolidation.

THE APHRODITE STORY

From Content Creator to Head of Ecommerce

I joined Aphrodite Clothing in 2008 as a content creator, writing product descriptions, editing photography, and building early SEO strategies. Over 13 years, I worked my way up to Head of Ecommerce, reporting directly to the owners (Duncan and Andrew McKenzie) and managing a team of 30+ staff.

What I helped build at Aphrodite:
  • Scaled annual revenue from under £1m to over £5m
  • Managed ecommerce operations across SEO, Google Ads, email marketing, affiliate partnerships, and marketplaces
  • Achieved impressive position Google rankings for branded keyword terms for “Stone Island overshirts” (14,000 monthly searches), competing directly against the brand, END., Mr Porter, and Flannels
  • Built and managed a team of 30+ across dispatch, photography, content, SEO, and customer service
  • Managed Magento platform customisation, third-party integrations, and site performance optimisation
The outcome:

Aphrodite was acquired by Frasers Group in 2024 as a profitable, growing business, not a distressed sale. The McKenzie family trusted me to build something acquisition-worthy, and I delivered.

WHAT I'VE ACHIEVED SINCE GOING FREELANCE

BUILDING A CONSULTANCY THAT DELIVERS RESULTS

Since August 2024, I’ve worked with menswear retailers, wellness brands, and startups but my focus has been on independent designer menswear retailers who want to scale without losing their identity.

RAGAZZI STORE

RAGAZZI CLOTHING

  • 180% revenue growth in 12 months
  • Increased ROAS whilst removing branded keyword terms from Google Shopping
  • Email Flow revenue 400% increase
  • Organic traffic +140% year-on-year
  • Uncovered affiliates that were unethically claiming sales

HIDDEN HIDEOUT

PREMIUM MENSWEAR STARTUP

  • Planned & built their Shopify store from scratch
  • Implemented custom logic for newsletter subscribers
  • Launched successfully and secured permanent retail space in Braehead Shopping Centre
  • Now expanding through 2026 with seasonal lookbooks and brand collaborations

The Tanning Shop

THE TANNING SHOP

WELLNESS BRAND, NATIONAL

  • Optimised 100+ location pages for local SEO
  • Achieved first-page rankings for high-volume searches in multiple UK cities
  • Built out Red Light Therapy content
  • Currently on hold through Winter 2025 and I'll likely return mid 2026

WHY MENSWEAR?

SPECIALISATION MATTERS

Stone Island customers behave differently to Canada Goose customers

Stone Island buyers research garment details obsessively—fabric composition, washing techniques, badge placement. Canada Goose buyers care about warmth ratings and celebrity endorsements. Your SEO and email strategy should reflect these differences.

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Generic keywords destroy your margins.

Bidding on "designer jackets" in Google Ads attracts bargain hunters who'll never pay £400 for a Stone Island jacket. You need to target "Stone Island Crinkle Reps jacket UK" and similar long-tail, high-intent searches.

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Competing with END. and Flannels requires different strategies

You can't outspend them on Google Ads. But you can outrank them on SEO for local searches, you can build email loyalty they can't match, and you can offer personalised service that corporates don't.

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Brand heritage matters

Stone Island isn't just a jacket, it's a subculture. Snow Peak isn't just clothing, it's innovation in garment design. If your agency treats these brands like generic "products," they'll fail.

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PLATFORM SKILLS

WHAT I DO AND HOW I DO IT

I’m an ecommerce consultant with deep expertise in Shopify, Magento, and WordPress/WooCommerce. My skill set spans:

Analytics & Reporting

  • GA4 setup and custom reporting
  • Google Search Console analysis
  • Dashboard creation for business owners

SEO (Technical, On-Page, Off-Page)

  • Keyword research and content strategy
  • Technical audits (site speed, crawlability, indexation)
  • Link building and digital PR
  • Local SEO for multi-location retailers

Analytics & Reporting

  • GA4 setup and custom reporting
  • Google Search Console analysis
  • Dashboard creation for business owners

But what matters more than technical skills is that I understand the strategy behind them.

I know when to prioritise SEO over Google Ads, when to invest in email vs paid media, and how to balance short-term revenue with long-term brand building.

That’s what 15 years of hands-on experience gives you.