Our Leadership Team

Simon Hay

Chief Executive Officer – Founder

Simon leads companies to implement customer centricity through the optimisation of data. Simon was previously Global CEO of dunnhumby, leading major growth initiatives including helping establish Tesco Clubcard and building its customer science capability. Simon works directly with our senior clients to drive business value from data.

Caroline Worboys

Chief Operating Officer – Founder

Caroline is a data practitioner who has worked across all data sources and leads the development of strategy, products and services at Outra. She has previously led start-ups and large corporates and has founded and sold several successful data businesses. Caroline also serves as the Deputy Chair of the DMA Group.

Cyril Law

Chief Technical Officer

Cyril has created customer centric client environments and big data solutions across multiple sectors. At Outra, he is responsible for project architecture, security and data management and leads the operational integration of solutions tailored to meet our clients’ specific business requirements.

Nick Henthorn

Chief Revenue Officer

Nick leads revenue growth for Outra, working with clients to gain a distinct competitive advantage through data.  His expertise is in telco, insurance, retail and utilities where he has helped build solutions across multiple data sources.

James Collier

James Collier

Director Corporate Business Development

James is responsible for business growth and corporate development at Outra. He previously helped scale global digital businesses and had a front-row seat to the Digital 2.0 chaos, developing new business models at MySpace (acq. New Corp), YouTube (acq. Google) and Badoo.




Sir Lynton Crosby AO

Sir Lynton Crosby AO is an internationally renowned campaign strategist who has helped prime ministers on three continents win or retain office. His integrated approach to campaigning combines data-driven strategy and sophisticated audience targeting with emotionally resonant messaging and disciplined campaign management.


Jim Messina


The mastermind behind President Obama’s 2012 re-election campaign. Jim Messina seized the reins on what Bloomberg Businessweek labelled as “the highest-wattage crash course in executive management ever undertaken” – and succeeded, leading to President Obama earning an additional term in the White House. Jim is currently the CEO of the Messina Group.

Giles Mackay


Giles MacKay is the founder of Outra, and draws on his extensive background as a successful entrepreneur in data and real estate. Giles previously founded Hometrack  – a property market analytics company – in 1999, where he served as the Chief Executive Officer. Hometrack was later sold to Zoopla.


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