Cai Thomas
Head of Marketing Technology at We Are Crank
Data-driven
marketer &
strategist
With over 18 years of experience across B2B and B2C marketing, I specialise in performance strategy, marketing technology, and paid media execution. Currently Head of Marketing Technology at We Are Crank, I help brands scale sustainably and profitably in competitive markets.
My background spans the full growth stack — from advanced conversion tracking and server-side data infrastructure to creative paid media strategy across Meta, Google, and LinkedIn. I've led cross-functional developer teams as CTO, rebuilt mobile platforms from scratch, and worked with ecommerce brands, high-growth startups, and businesses raising seed to Series D funding.
Away from screens, I serve as Treasurer for Farmborough Pre School and previously sat on Farmborough Parish Council — a reflection of my belief that good strategy, in any context, starts with understanding your community.
Numbers that
speak for themselves
A selection of outcomes delivered for clients across ecommerce, B2B, and high-growth startups.
38% YoY growth and 157% purchase growth for a global beauty brand (2025)
149% YoY growth for a high-end makeup brand (2023–2024)
123% Black Friday sales growth for a luxury fashion brand (2024–2025)
1,000% ROI on implantology services for a national dental brand
300% growth in business turnover at Travelopo through strategic partnerships
700% growth in inbound partnerships, expanding a global travel supply network
Career timeline
Leading performance strategy, marketing technology, and paid media execution. Specialising in Meta, Google, and LinkedIn Ads — underpinned by enhanced conversion tracking and server-side data — to drive intelligent, profitable scaling for B2B and eCommerce brands.
Providing financial leadership and strategic oversight to support sustainable operations and enable quality early years education for local families.
Actively contributed to the wellbeing and development of the community. Collaborated with stakeholders to address concerns and drive positive change, evaluating planning applications and overseeing maintenance of parish facilities including the Village Hall, Recreation Ground, and children's playgrounds.
Founding member and dual CMO/CTO at a lifestyle app. Led full rebuild of iOS and Android platform in 6 months. Grew to 18,000 registered users within 3 months of launch through data-driven growth strategy and an influencer launch event reaching 10M+ followers.
Transformed the business from a property manager into a thriving OTA. Onboarded 700+ property suppliers, partnered with Booking.com, Airbnb, Expedia and more, and spearheaded 300% growth in business turnover. Led cross-functional teams across marketing, tech, operations, and finance.
Delivered bespoke paid advertising, SEO, UX, and social media services for luxury brands. Achieved first-page keyword rankings for all clients and a 1,000% ROI on implantology campaigns for a national dental group.
Played a pivotal role in expanding the spa and photography franchise network from a single location to 5 franchisees. Drove lead generation growth by over 8000% in 12 months through paid social, SEO, and affiliate marketing.
Co-founded and managed a highly successful remote computer support service. Within 12 months, expanded subscriber list to hundreds of recurring support subscribers through strategic PPC, SEO, SMM, and networking. Established partnerships with globally recognized security brands like F-Secure.
Spearheaded the management and growth of a small online bathroom shop, transforming it into one of the UK's fastest-growing luxury bathroom websites. Led the company to achieve 550% growth in 9 months and expanded product range from 500 to 15,000 products.
Excelled in providing exceptional service and support to customers as a sales floor manager and frontline representative. Managed sales floor operations, handled cash transactions, and engaged in regulated account sales.
Established and managed an ecommerce store specializing in solar panels and wind turbines. Generated 100% SEO-driven traffic and forged international partnerships for efficient drop shipping. Company sold due to academic constraints.
Oakhill
Cottage
Away from the world of marketing and technology, I've been undertaking a full renovation of Oakhill Cottage — a charming property dating back to 1747, located just 6 miles from the UNESCO World Heritage city of Bath. The project involves sympathetically restoring original period features while bringing the home up to modern standards.
It's a labour of love that demands patience, craft, and an eye for detail — qualities that translate surprisingly well to my professional work. Follow the journey on Instagram.
Follow @oakhill.cottageFamily
History
Alongside my professional work, I've developed a deep interest in genealogy — tracing family lines back through the centuries and piecing together the stories of those who came before. It's a pursuit that rewards patience, curiosity, and a love of detective work.
My research focuses on several key surnames spanning Wales, England and Ireland: Thomas, Evans, Wolley, Griffiths, Kirton, Williams, Waite, Toole and O'Toole. Each branch holds its own surprises, from Welsh farming communities to unexpected migrations across the country.
View my tree on AncestryLet's work
together
Whether you're looking to scale a brand, improve performance marketing, or explore a new opportunity — I'd love to hear from you.