Business & Technology
Billy Grace taps ex-Google sales head for UK launch
Billy Grace has entered the UK market and appointed Juliette Potuznik as vice president of sales, targeting mid-sized agencies and eCommerce brands in Britain.
The Amsterdam-based marketing attribution platform is expanding into a market it estimates is worth more than £25 billion in performance marketing. Potuznik previously held senior sales roles at Google, including head of sales for Northern Europe in Dublin and head of accelerated growth.
Billy Grace sells software designed to measure advertising performance across the customer journey, rather than relying on last-click attribution or returns reported by individual media platforms. Its system tracks campaigns across digital channels as well as upper-funnel media such as television, radio and out-of-home advertising.
The UK expansion follows a €3.2 million internal funding round backed by Fortino Capital and existing investors. Billy Grace had also recently received €3 million from Fortino Capital.
Its clients include Patagonia, Toms, Carhartt, O’Neill, Fatboy, Otrium and Moco Museum. Founded in Amsterdam in 2022, Billy Grace has built its own first-party tracking pixel and attribution modelling system to give brands and agencies an independent view of marketing results.
The attribution issue
Billy Grace is entering a market where tighter privacy rules and the loss of third-party cookies have made measurement more difficult. Those changes have increased scrutiny of the data used to justify advertising spend.
The company argues that large advertising platforms can report only on activity within their own systems. As a result, brands and agencies must piece together results from multiple sources to assess whether spending is generating sales or qualified leads.
Potuznik said the UK launch is aimed at agencies that want a separate measurement layer for the clients they advise. Billy Grace is pursuing a partnership-led approach rather than focusing solely on direct sales to brands.
“Each marketing channel only captures one part of the customer journey, which means platform reporting alone can never provide the full picture. Not because platforms are biased, but because they can only measure activity within their own ecosystem. As agencies face increasing pressure to prove real business impact, they need independent data that connects the full picture,” said Juliette Potuznik, vice president of sales at Billy Grace.
Agency focus
Billy Grace is focusing on mid-sized challenger agencies with eCommerce and direct-to-consumer clients. That reflects a broader shift in the agency market, where firms are increasingly building software products, artificial intelligence tools and proprietary workflows alongside traditional client service work.
Its platform is intended to sit underneath those efforts by supplying measurement, analytics and automated budget decisions. The software can also be used by lead-generation companies, where marketers need to connect advertising impressions to qualified leads and then to closed revenue.
Investors include Fortino Capital, along with founders and former board members linked to GroupM, Airbnb, eBay, PayPal and Bilt Rewards. The UK accounts for a significant share of Europe’s digital advertising market, making it a logical expansion target for vendors selling tools to agencies and online retailers.
For Billy Grace, Potuznik’s appointment adds a senior sales executive with experience working with both agencies and growth-focused advertisers. Her background at Google may prove useful as the company seeks to win business from agencies accustomed to platform-level reporting from major digital media groups.
The company is already onboarding its first UK agency partners. “The future of marketing isn’t more dashboards or more platform-specific reporting. It’s a connected intelligence layer that understands the full customer journey and can automatically optimise against real business outcomes. Billy Grace started in 2022 as an AI-driven optimisation tool for budget allocation and bidding, but has evolved into a complete marketing infrastructure platform spanning tracking, attribution, analytics, optimisation and AI agents. Our ambition is to become the independent marketing intelligence layer for brands and agencies globally, helping them measure, automate and optimise the entire customer journey in real time,” said Mitch Voskuilen, co-founder and chief executive officer of Billy Grace.
Jayden, 13 launched Jay’s Bakes from his home in Taunton Road in Bicester on Saturday, June 20.
His late nan, a keen baker herself, was the inspiration behind his passion, as well as time spent helping his uncle with his catering business.
Over the last 18 months he has honed his skills by preparing sweat treats every day after school.
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Determined to turn his hobby into something more, Jayden spent two and a half months researching requirements, gaining his Level 2 food hygiene certificate and officially registering his business, mostly without adult intervention.
After four days of preparation, the business officially launched.
Customers were treated to a wide selection of homemade goods, including M&M cookies, Kinder brownies, Biscoff cookies, Victoria sponge trays, lemon drizzle cups and viral ‘dot cakes’.
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His Kinder brownies proved particularly popular, and by the end of the day he had sold out of everything, taking £210.
Despite feeling “excited and a bit nervous” beforehand, Jayden said the opening was a success, with a strong turnout and positive feedback shared on social media.
His favourite moment came when he officially opened the shed by cutting the ribbon.
Supported by his mum, stepdad, grandparents and uncle, Jayden first began selling from a table in May before building and painting his now-signature blue cake shed.
He now plans to continue baking and selling regularly, bringing his creations to the local community.
Lidl has been given planning permission to build its ninth supermarket in Oxfordshire, despite concerns over flooding.
Aldi opened in Didcot in 2015 and has a supermarket at the Jubilee Way roundabout but shoppers in the town have had to wait over a decade for Lidl to follow.
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South Oxfordshire District Council has now backed plans by the German retailer for a new supermarket in Abingdon Road.
Former Didcot mayor Mocky Khan said: “This give the residents of Didcot more choice, especially when you consider the cost of living environment we have at the moment.
“The town is growing with more new homes being built, and with more growth it’s good to have a wide variety of supermarkets to fit all budgets,”
The plans for the new supermarket were first submitted in 2024.
Didcot Town Council previously objected to the scheme, on the grounds of a lack of flood risk mitigation measures, along with the county council who said there was “insufficient information”.
The town council noted there are “several flooding incidents in the area, especially when the Marsh Bridge water pumps fail”.
But in a report by planning officers granting permission to the supermarket, those issues have now been addressed by Lidl.
The officers said the proposals “largely accord” with the policies around planning, and more can be done to “break up” the car park with greenery.
Planning officers chose to let Lidl build the new supermarket subject to conditions.
They said in a report: “Balanced against this policy conflict is the fact that this is a previously developed site, which is currently in a dilapidated state.
“The proposals represent a significant improvement on the current underutilisation of the site and on its appearance.
“The National Planning Policy Framework and Local Plan set out significant support for the reuse of previously developed land.
“As stated in the applicant’s planning statement, there have been previous enquiries as to the redevelopment of the site that have not come to fruition.
“Given this, finding a viable use for the site is a clear benefit which I consider to be of substantial benefit.”
Thirty-four residents had objected to Lidl’s plans, highlighting concerns over extra traffic, there being no need for another supermarket in the town and there being more appropriate locations to build in their view.
Didcot already has an Aldi store just off Broadway and a Sainsbury’s, M&S Foodhall and Asda.
The nearest Lidl to the proposed site are in Lupton Road, Wallingford, and Marcham Road in Abingdon.
Three people wrote in to support the new Lidl, recognising the benefits of a discount food store and the further jobs it will create.
Lidl has said its proposals for a Didcot supermarket would deliver 40 full-time equivalent jobs as well as further employment during the construction phase.
No opening date was given by the retailer, while the developer is currently on site progressing with the enabling works.
A spokesman said: “We’ve seen demand for our affordable, high-quality products continue to rise in Oxfordshire, and we are committed to serving more communities in the area.
“Our new store will create around 40 new jobs and build on our continued growth.
“We’re excited to be a step closer to opening this store and thank everyone who has supported us on our journey so far.”
It also said the £12m investment would work with the 6,300 new homes allocated to be built, as per the local plan.
Dalcour Maclaren, a specialist in utilities and infrastructure, announced the news on June 22, following a detailed assessment of its operations, including governance, employee wellbeing, environmental impact, and social responsibility.
James Neil, CEO of Dalcour Maclaren, said: “This is a fantastic achievement for Dalcour Maclaren.
“B Corp status gives us the official badge that recognises everything that matters most to us in our culture, our values, and how we make decisions for our people and our clients. We thrive on doing things differently at DM and B Corp absolutely endorses this.”
The certification means the company meets rigorous standards of social and environmental performance, transparency, and accountability.
Dalcour Maclaren now joins more than 10,000 B Corps worldwide and over 2,600 in the UK, including well-known names such as The Guardian, Innocent Drinks, Patagonia, and The Big Issue.
Chris Turner, CEO of B Lab UK, said: “Welcoming Dalcour Maclaren to the B Corp community is hugely exciting. Its commitment to doing business differently will be an inspiration to others and will help spread the notion that success in business is as much about people and planet as it is profit.”
Dalcour Maclaren operates across the UK and Ireland, supporting major projects in energy, water, transport, and digital infrastructure. The company’s services include land, planning, environment, stakeholder engagement, and geospatial services.
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