--- title: "About Outra | Household intelligence for modern marketers" description: "Outra turns 30M+ UK households into addressable, deterministic audiences. Founded by the team behind Hometrack and Zoopla. ISO 27001 certified." url: "https://outra.co.uk/company/about" --- # About Outra | Household intelligence for modern marketers Our story # 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. [Book a demo](/demo)[See open roles](/company/careers) ![Giles Mackay, founder of Outra](/__l5e/assets-v1/a50ea022-65d3-4082-9cff-5ccaf2d1e111/giles.webp) Founder Giles Mackay — building Outra since 2017 30M+ UK households modelled Est.2017 Spun out of Hometrack / Zoopla ISO 27001 Certified GDPR-aligned, enterprise-grade Our belief ## 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 at Outra](/__l5e/assets-v1/a50ea022-65d3-4082-9cff-5ccaf2d1e111/giles.webp) 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. [LinkedIn](https://www.linkedin.com/in/giles-mackay-b9b23a25/) - ![Fred Jones, CEO at Outra](/__l5e/assets-v1/a1dd19ea-eabb-4a0e-9ef3-7124de7f1594/fred.jpg) 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. [LinkedIn](https://www.linkedin.com/in/f-jones/) - ![Graham Field, CRO at Outra](/__l5e/assets-v1/9664b8b2-c32b-4a6f-888d-8bccf8e67067/graham.webp) 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. [LinkedIn](https://www.linkedin.com/in/graham-field-1532323/) - ![Leo Xiong, Chief Data Scientist at Outra](/__l5e/assets-v1/ee2fae27-206f-431d-b50a-c433d52a625f/leo.jpg) 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. [LinkedIn](https://www.linkedin.com/in/qizhou-leo-xiong-ph-d-59a08818/) - ![Ryan Shiels, Chief Product Officer at Outra](/__l5e/assets-v1/ccc36a9a-25c4-49c6-87ac-daad5cb495b0/ryan-shiels.webp) 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. [LinkedIn](https://www.linkedin.com/in/ryanshiels86/) - ![Jack Edwards, Director of Growth at Outra](/__l5e/assets-v1/416a0004-12d3-4cb5-b85e-e6ce68361e14/jack.jpg) 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. [LinkedIn](https://www.linkedin.com/in/jack-edwards-68780916b/) - ![Oli Bello, Head of Go-to-Market at Outra](/__l5e/assets-v1/e7b90b56-d7f9-4b28-be20-391d320a37d9/oli.webp) 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. [LinkedIn](https://www.linkedin.com/in/olibello/) - ![Dave Whiteley, Client Success Lead at Outra](/__l5e/assets-v1/2e968a1f-31bc-4d0b-8ade-d01f80aa8aba/dave.webp) 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. [LinkedIn](https://www.linkedin.com/in/dwhiteley/) - ![Ryan Ginbey, Head of Analytics at Outra](/__l5e/assets-v1/0c7fdb13-acf2-44ae-aece-a35e16507ffd/ryan-ginbey.webp) 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. [LinkedIn](https://www.linkedin.com/in/ryan-ginbey-12523542/) - ![Rich Durrant, Head of Partnerships at Outra](/__l5e/assets-v1/93479c7d-00eb-41aa-b359-d2e77625ccd0/rich.jpg) 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. [LinkedIn](https://www.linkedin.com/in/richard-durrant-39b19415/) - ![Kimberly Joyce, Head of Agency Sales at Outra](/__l5e/assets-v1/7c4d1a53-7ba0-40c1-83dd-ae8a9e506f90/kim-joyce.jpg) 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. [LinkedIn](https://www.linkedin.com/in/kimberley-joyce-8125708b/) - ![Charlie Helander, Head of Performance Marketing at Outra](/__l5e/assets-v1/d8de43a7-2a37-412a-a5f9-3b100ee1323f/charlie.webp) 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. [LinkedIn](https://www.linkedin.com/in/charlie-helander-68a5a0106/) - ![Kim Irving, Group Head of HR at Outra](/__l5e/assets-v1/bf0086a6-91d8-46fa-9f38-560078738cc0/kim-irving.webp) 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. [LinkedIn](https://www.linkedin.com/in/kim-irving-8538832b/) ## Part of an established ecosystem - ![Outra preview](/__l5e/assets-v1/f86d0437-e933-44d1-9606-6d0112f97897/outra-app.webp) Unlock smarter targeting [Visit Site](https://outra.co.uk/) - ![Upstix preview](/__l5e/assets-v1/82f8a075-8338-4388-9a55-feac03bcefdd/upstix-houses.webp) ![Upstix logo](/__l5e/assets-v1/9e4cf4be-90eb-45a1-99d1-49af6207d4ad/upstix-logo.svg) Sell your property — instantly [Visit Site](https://www.upstix.com/) - ![Heylo preview](/__l5e/assets-v1/73e950fe-7b9f-47d9-bc5b-dcb4c82ed5de/heylo-family.webp) ![Heylo logo](/__l5e/assets-v1/a33ec40e-fb04-4ce6-87a8-5a33545d5fbf/heylo-logo.png) Helping you find a place to call home [Visit Site](https://heylohousing.com/)