Experienced leader Fred Jones takes the helm at household intelligence brand Outra while continuing to lead sister company Upstix
Outra, the UK’s leading provider of household-level data for insight and marketing activation, today announced the appointment of Fred Jones as its new Chief Executive Officer. Jones will take on the role alongside his current position as CEO of sister brand Upstix, bringing extensive leadership experience to the business.
As CEO, Jones will oversee Outra’s strategic direction and work closely with the senior leadership team, which includes Graham Field, Leo Xiong, Ryan Sheils, Jack Edwards, David Whiteley and Oli Bello. Together, they will drive growth, innovation, and market leadership across the company’s household intelligence solutions, shaping how the industry adapts to signal erosion and delivers more meaningful, data-driven connections with consumers.
Fred Jones brings a proven track record of scaling technology and data-driven businesses. His dual role at Outra and Upstix reflects the companies’ commitment to integrating insights and innovation across both brands.
Commenting on his appointment, Jones said: “We are at a very exciting moment in time where Outra’s unique data asset and advanced technologies can solve the very real challenge of signal erosion, and we are very well positioned to accelerate our growth and strengthen our position as industry leaders.”
Graham Field, Chief Revenue Officer at Outra, comments, “Fred’s appointment is an exciting milestone for Outra. We’ve long been recognised for our pioneering household intelligence solutions, helping brands and agencies navigate complex consumer behaviour and fragmented media landscapes. With Fred’s leadership, we’re looking forward to expanding our offerings, deepening client partnerships, and continuing to set the standard in the industry.”
The convergence of tech and brands 