Billion Dollar Boy has appointed Piet Southey as U.S. Managing Director, a newly created role designed to accelerate growth in the region.

Southey joined Billion Dollar Boy more than seven years ago in Business Development before advancing to New Business positions. He most recently served as Head of Client Services, Europe, where he generated new business opportunities and managed client partnerships.

As U.S. Managing Director, Southey will oversee the agency’s 60-person U.S. team, manage client partnerships, and scale business opportunities. The appointment follows Charlie Hurrell’s recent naming as UK Managing Director.

Billion Dollar Boy reports that the U.S. operation delivered a 99% increase in regional EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) during its most recent six-month period. During the same timeframe, the company notes that the U.S. team grew by 30%, adding senior leadership across Creative, Strategy, and Project Management functions.

“I’m incredibly proud and excited to step into the role of U.S. Managing Director at such a pivotal moment for Billion Dollar Boy, and begin the next chapter of my career in the United States,” Southey said in a statement.

“Having grown with the agency over the years, I’ve seen firsthand the power of our social-first, creator-led approach and the impact it delivers for brands when creativity and effectiveness work together,” he added.

Billion Dollar Boy added more than 25 brands to its client roster in the past year, including Crocs, Burberry, IKEA, Unilever Foods, Adidas, and Sephora. It works with brands including Heineken, Nike, Unilever, PepsiCo, and L’Oréal.

Ed East, Global CEO and co-founder, said Southey “has been instrumental in scaling our UK business, strengthening long-standing client partnerships, and building a high-energy culture.”

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