Billion Dollar Boy Names Piet Southey as New US Managing Director

Jan. 29, 2026

Billion Dollar Boy, the global, social-first agency with Creator InstinctTM, today announces the appointment of Piet Southey as US Managing Director - a newly created role that emphasizes the agency’s continued rapid growth and investment in the region.

Southey’s appointment follows the recent announcement of Charlie Hurrell as UK Managing Director, further solidifying Billion Dollar Boy’s leadership team across markets as the agency continues to scale globally.

The announcement follows a standout year of sustained growth for Billion Dollar Boy US. The agency recently delivered its highest-ever six-month US revenue performance, driving a 99% increase in regional EBITDA. During the same period, the US team grew by 30%, including senior leadership hires across the Creative, Strategy and Project Management teams to meet accelerating client demand. 

Billion Dollar Boy’s momentum is driven by a combination of award-winning creative excellence with proven effectiveness, delivering measurable business impact through creator partnerships for leading global brands.

Southey joined Billion Dollar Boy more than seven years ago, beginning his career at the agency in Business Development before progressing into New Business positions. Most recently, he served as Head of Client Services, Europe, where he played a pivotal role in generating new business opportunities with leading brands, strengthening client partnerships and driving commercial growth.  

In his new role, Southey will relocate from the agency’s London headquarters to its New York City office in February. As US Managing Director, he is responsible for aligning and elevating the agency’s US client partnerships, scaling existing and new business opportunities, and leading Billion Dollar Boy’s 60-person US team to continue delivering award-winning, social-first brand campaigns rooted in measurable effectiveness. 

Southey’s appointment reinforces Billion Dollar Boy’s position as a global leader in social and creator marketing. The agency added more than 25 new brands to its roster in the past year, including Crocs, Burberry, Ikea, Unilever Foods, Adidas, and Sephora. It also won Adweek’s Social and Influencer Agency of the Year, The Drum’s Agency of the Year, was crowned Global Influencer Agency of the Year at the Global Influencer Marketing Awards, and was recognized as one of Adweek’s Fastest Growing Agencies for a fifth consecutive year.

Piet Southey, US Managing Director of Billion Dollar Boy, commented: 

“I’m incredibly proud and excited to step into the role of US Managing Director at such a pivotal moment for Billion Dollar Boy, and begin the next chapter of my career in the United States. 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. The momentum in the US has been extraordinary, particularly over the last year, and I’m looking forward to building on the incredible work of the US team, growing with our brand partners and scaling our ambition in the region.”

 

Ed East, Global CEO and co-founder of Billion Dollar Boy, added: 

“We’ve been incredibly fortunate to have Piet as part of our team for more than seven years. His grit, optimism, and instinctive leadership have played a pivotal role in shaping the agency we are today. Piet has been instrumental in scaling our UK business, strengthening long-standing client partnerships, and building a high-energy culture. As he takes on this well-deserved new role in the United States, we’re excited to see him bring that same ambition and leadership to our New York office as we continue to push boundaries as an agency and further accelerate our growth.”