Outra, the market-leading data, analytics and performance product company, has announced five senior appointments as it accelerates its growth and innovation roadmap. Simon Dawson joins as Chief Revenue Officer – Real Estate, Graham Field as Chief Revenue Officer – Retail/Media, David Whiteley as Client Success Lead, Ryan Shiels as Chief Product Officer, and Oli Bello as Head of Growth.
The appointments mark a significant milestone for the company as it builds a senior team with deep expertise across product, marketing, and data. By combining rich property and household data with predictive analytics, Outra enables brands, agencies, and platforms in real estate, retail, and media to deliver smarter, audience-first strategies.
Dawson brings more than 20 years of experience delivering commercially driven data strategies across highly regulated SRA (Solicitors Regulation Authority) and FCA (Financial Conduct Authority) environments. At Outra, he will be responsible for helping clients unlock the full value of its market-leading data assets. He previously led Rightmove’s data services division, where he was instrumental in combining property attribute data with behavioural insights to drive revenue growth.
Field joins with more than 15 years’ experience in business development, digital strategy and revenue generation. His role will focus on transforming Outra’s data into actionable, targetable audiences for sophisticated media activation. He has held senior positions at Shopify, MediaCom and as a strategic consultant.
Whiteley brings two decades of experience in data activation and performance marketing, most recently serving as Head of Product and Analytics, SEA at MiQ. As Client Success Lead, Whiteley will ensure Outra’s data solutions deliver measurable impacts for clients.
Shiels joins with 20 years’ experience in data and digital product management, most recently at TwentyCI, where he was Director of Product Strategy. As Chief Product Officer, he will lead the development of new, innovative products that harness Outra’s proprietary data sets.
Finally, Bello, former strategy consultant turned entrepreneur, joins Outra after launching his music fan data platform in the US. As Outra’s new Head of Growth, he will bring together marketing, sales, product, and technology functions to drive Outra’s overall growth strategy, whilst also focusing on their direct-to-consumer and e-commerce offering.
Giles Mackay, Founder of Outra, comments: “Our ability to deliver smarter, more effective audience targeting relies on the unique depth and breadth of our UK-wide data. As the industry moves away from legacy identifiers, we’re investing in top-tier talent to help businesses unlock commercial advantage through predictive modelling and real-time consumer insight. This team brings the ambition, experience and strategic thinking we need to take Outra into its next phase of growth.”
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