Dave Cain on digital leadership and transformation

In this edition of Midland Mentors, Salt Solution’s Group UK & EMEA Director, Tim Bradley, speaks with Dave Cain about the path that led him from early encouragement at home to shaping digital strategy in one of the UK’s most competitive sectors. The conversation explores how he builds high-velocity teams, leads with intent, and connects Nottingham’s digital community with the wider industry.

“Do something with computers”: the advice that sparked a digital career

Dave Cain’s journey into digital marketing began with a simple but powerful piece of advice from his mum: “Do something with computers.” That early nudge, combined with a fascination for technology and a childhood spent admiring the IBM offices in Nottingham and the creators of Tomb Raider, set him on a path that would eventually lead to one of the most senior digital roles in the Midlands.

While studying, Dave built a customer-facing website for a windows and doors company – his first real taste of the digital world. Inspired by tutors who had worked on major blue-chip projects, he recognised the importance of learning from others in the field.

So, he printed 100 CVs and cover letters and sent them to agencies across the Midlands. He received seven responses: four rejections, two unpaid offers, and one phone call. That call led to his first role at a small web and marketing agency. “Those first few years were such an eye-opener,” Dave recalls. “I worked with some incredibly talented marketers, developers, and designers. I learnt so much about digital, business, and strategy – it gave me a more holistic view of the industry and confirmed that this was the right career for me.”

The freelance chapter that accelerated growth

But Dave’s ambition didn’t stop at agency life. While still working full-time, he launched a freelance business on the side – a move that would supercharge his development.

“I loved my time as a freelancer – it accelerated my personal and professional growth massively,” he says. “In 2012 alone, I managed over 100 individual projects ranging from website builds, SEO, PPC, email, UX, social, and everything in between.”

Remarkably, his agency supported this parallel path. “It speaks volumes about the leadership there that they saw this not as a conflict but as a benefit for all of us,” Dave explains. “That daily switch – working on a client’s major account and then immediately tackling my own solo projects – was fairly seamless.”

The pace was intense. “I’d easily work 70+ hours a week (and I certainly don’t encourage this pace long-term!), but my learning curve was exponential,” he says. “That hard work laid the groundwork for the opportunity I was later presented with at Boots. I’m forever grateful for the support and leadership Chris gave me agency-side and also Kelly, who gave me the opportunity within Boots – they both know who they are!”

Leading with purpose and pace

Dave’s digital leadership philosophy is rooted in those early experiences. “I’ve never really gotten off the speedboat that is agency and freelance life – digital is just too fast-paced to slow down,” he says. “That entire early chapter taught me how to challenge the status quo, think strategically, and not to accept that just because it’s a large corporation, it takes time to turn around like an oil tanker.”

Today, as Head of Digital Marketing at LKQ UK & Ireland, Dave oversees a vast portfolio of brands, including LKQ Euro Car Parts, LKQ Leisure & Marine, and LKQ Digraph. His role spans everything from web and app development to CRM, SEO, PPC, and omnichannel strategy.

“I’ve gone from selling hairdryers and perfumes at Boots to bus tickets at Arriva and now brake discs and engine oil at LKQ – quite the mix!” he laughs. “But at its core, the operation here is incredible – from the core distribution centre in the Midlands through to the stores and digital presence.”

The automotive industry, he says, is undergoing rapid transformation. “Automotive is no longer just about metal and mechanics; it’s a tech and sustainability race,” he explains. “EVs, recycled parts, and supply chain innovation are changing everything. There are more direct competitors and multi-category retailers selling car parts than ever before—and that means we’ve got to continue to deliver exceptional service across every part of the business and customer journey.”

A framework for digital transformation

Dave’s approach to digital transformation is grounded in simplicity and customer-centricity. “I always ask two questions,” he says. “Does it deliver the service a customer needs, wants or should receive? And is the solution flexible enough to build and expand upon without becoming bespoke, or enhance with minimal effort?”

He’s also a firm believer in structure. “I always work to a clear framework of organise, optimise, and transform,” he explains. “BAU is the foundation to build upon – it’s the enabler to innovation. All channels and platforms are there to support each other, and that’s what drives the commercial aspect.”

Data and measurement are central to his strategy. “No shopping journey or path to an enquiry is ever the same,” he says. “That’s why we use differentiated KPIs – efficiency and effectiveness for BAU, and incremental growth for innovation.”

Building high-performing teams

When it comes to building high-performing teams, Dave’s philosophy is simple: trust, diversity, and shared purpose. “I’m so privileged to lead such an exceptionally talented group of individuals,” he says. “Everyone in my team is a specialist in their own right, and all bring something different to the table.”

“I’m so proud of the culture we’ve created – everyone has a voice, there is complete trust, and everyone leans in to support. This is why we’ve been able to deliver market-leading results and win awards – it’s a real team effort, and that’s what makes it mean so much more.”

Balancing creativity with commercial accountability is a challenge many digital leaders face, but Dave embraces it. “Creativity and experimentation are essential – but they must be grounded in purpose,” he says. “We create space for innovation by ensuring our KPIs are clear, and our P&L responsibilities are understood. When people know the boundaries, they’re more confident to push them.”

Giving back and creating futures in the Midlands

Outside of work, Dave also gives back to the community as a trustee at Citizens Advice Central Nottinghamshire. “Volunteering has been incredibly grounding,” he says. “It reminds me that leadership isn’t just about business outcomes – it’s about empathy, listening, and making space for others to thrive.”

That sense of purpose runs through everything he does. Whether mentoring junior marketers, leading digital transformation, or supporting his local community, Dave is driven by a desire to make a difference – and to help others do the same.

“The Midlands has given me so much – opportunity, community, and a platform to grow,” he reflects. “If I can help the next generation of digital talent see what’s possible here, then that’s a legacy I’d be proud of.”

The future of loyalty and emotional connection

Looking ahead, Chris sees big opportunities and big challenges in loyalty and consumer engagement.

“Most loyalty schemes are just points systems. Customers aren’t loyal to the brand; they’re loyal to the rewards. At TopCashback, we’re building loyalty to the way we work: finding the best deals and helping people see the savings add up. That’s different.”

He also believes financial brands in general need to reconnect emotionally. “It’s not enough to say, ‘save money here.’ We need to understand why people want to save and speak to that human side. That’s where real loyalty will come from.”

What I loved most about speaking with Dave Cain was his energy for what’s next. He’s proof that digital leadership doesn’t sit still – it evolves, adapts, and inspires others to do the same. From the early days of freelance graft to leading transformation at scale, his story shows that curiosity and courage still count for everything.

The Midlands has a way of producing leaders like Dave, people who don’t just follow digital trends but redefine them. It’s a reminder that some of the most exciting innovations in marketing, e-commerce, and technology are happening right here in our region.

Tim Bradley, Practice Director & Host of Midlands Mentors

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