Data as a competitive advantage
Outra started life as the data engine that powered Hometrack. After Zoopla acquired Hometrack in 2017, our founder Giles set out to put that same household-level targeting in the hands of every modern marketer.
Giles Mackay — building Outra since 2017
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GDPR-aligned, enterprise-grade
Targeting should be deterministic, not directional.
Modern ad platforms have spent a decade getting broader. Lookalikes, Advantage+, broad targeting. All of it asks marketers to trust a black box and hope for the best.
We think there's a better way. By combining property, income, tenure and move-stage signals from across the UK's 30 million households, we give marketers a deterministic foundation they can actually control, and write back into the tools they already use.
The result: fewer wasted impressions, higher AOV, and a CRM that knows who your customer actually is.
The people powering Outra
Hover a card to read their story.
Giles Mackay
Founder
Giles Mackay
Founder
Giles is one of the UK's foremost business leaders, forging his success as a pioneer of the real estate sector. A former barrister, he has founded 14 companies, including Hometrack — sold to Zoopla in 2017.
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Fred Jones
CEO
Fred Jones
CEO
Fred is CEO of Outra and Upstix. Previously General Manager UK & Ireland at Uber, and scaled operations across Northern Europe at TIER. He started his career in management consulting.
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Graham Field
CRO
Graham Field
CRO
Graham has 15+ years in business development, digital strategy and revenue growth. Leadership roles at Shopify and MediaCom; specialises in scaling teams, e-commerce and programmatic marketing.
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Leo Xiong
Chief Data Scientist
Leo Xiong
Chief Data Scientist
Leo is a Real Estate Economist and Chief Data Scientist at Outra. Associate Fellow at Saïd Business School; previously Director of Real Estate Economics at IMMO.
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Ryan Shiels
Chief Product Officer
Ryan Shiels
Chief Product Officer
Ryan leads product at Outra, building cohesive, data-driven platforms that turn proprietary data into things customers can actually use. 20+ years in product, previously led product strategy at TwentyCI.
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Jack Edwards
Director of Growth
Jack Edwards
Director of Growth
Jack is Director of Growth at Outra and Upstix, focused on building and scaling growth engines from acquisition through to retention. Previously Founding Head of Marketing at VinylBox, with prior roles at Warner Music Group.
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Oli Bello
Head of Go-to-Market
Oli Bello
Head of Go-to-Market
Former strategy consultant turned entrepreneur, Oli joined Outra after launching a music fan data platform in the US. He brings together marketing, sales, product and tech to drive Outra's go-to-market across D2C and e-commerce.
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Dave Whiteley
Client Success Lead
Dave Whiteley
Client Success Lead
Dave brings 20 years of data activation and performance marketing experience, most recently as Head of Product and Analytics for Southeast Asia at MiQ. He makes sure Outra's products deliver measurable results.
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Ryan Ginbey
Head of Analytics
Ryan Ginbey
Head of Analytics
Ryan joined Outra in 2022 and heads up Analytics. He's implemented Tableau across Outra's workflows so the billions of data points powering the product can be visualised and analysed on an ongoing basis.
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Rich Durrant
Head of Partnerships
Rich Durrant
Head of Partnerships
Rich heads Commercial and Corporate Partnerships, after scaling commercial functions across property and tech. Previously MD at Relocation Agent Network and COO at Acquiro Capital.
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Kimberly Joyce
Head of Agency Sales
Kimberly Joyce
Head of Agency Sales
Kim heads Agency Sales, building partnerships that translate data into measurable campaigns. Previously senior roles at Samba TV and Blis; started her career at GroundTruth and YuMe.
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Charlie Helander
Head of Performance Marketing
Charlie Helander
Head of Performance Marketing
Charlie is a seasoned performance marketing lead with deep expertise in paid social, known for running campaigns that not only perform but scale across industries.
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Kim Irving
Group Head of HR
Kim Irving
Group Head of HR
Kim is Group Head of HR across Outra, Heylo and Upstix. Previously Head of HR at Origin Markets and 15 years at Deutsche Bank, with a focus on building strong talent pipelines.
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