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.