RavenTrack promotes Julian Pitts to Commercial Director

RavenTrack has promoted Julian Pitts to Commercial Director from his previous role as Head of Commercial.

He will oversee global commercial operations as the Manchester-based affiliate tracking software company expands internationally. His remit covers revenue growth, client retention and business development in overseas markets.

The promotion comes during a period of growth for RavenTrack. Over the past year, it has doubled the size of its sales team, expanded its account management function and increased infrastructure to support a larger client base, including major operators and affiliate networks.

Before his promotion, Pitts played a central role in shaping the company's commercial strategy across iGaming and performance marketing. He also helped build operator partnerships and broaden its market presence.

He brings more than a decade of experience in commercial technology and affiliate businesses, including client acquisition, platform expansion and partnership development.

Expansion plans

RavenTrack is focusing much of its commercial effort on North America and Latin America. It is directing resources towards established and emerging markets in both regions as demand grows for affiliate management tools that work across multiple regulated territories.

To support that push, the business is introducing reporting modules, multi-currency settlement tools and localised partner onboarding features. These changes are intended to help operators manage regional requirements and day-to-day processes across large marketing teams.

It also plans to establish local operational hubs and regional support desks to provide assistance across time zones. That reflects the practical demands of operators running affiliate programmes in several jurisdictions at once, who need reporting and support tailored to local conditions.

RavenTrack's software focuses on affiliate tracking and attribution for performance marketing campaigns. The platform is designed to give brands visibility into campaign performance, user acquisition sources and partner value, while monitoring click and conversion activity for signs of fraud.

Its system can integrate with existing operator technology stacks and provide reporting during periods of high traffic. It also offers dashboards that users can adapt for different internal stakeholders.

Awards and market position

RavenTrack was named Affiliate Management Platform of the Year at the SBC Affiliate Leaders Awards for the second year running. The award followed a year in which the company sought to strengthen its position among operators and affiliate networks looking for more detailed reporting and tracking tools.

The affiliate software market has grown alongside greater scrutiny of marketing efficiency, attribution and fraud controls, particularly in regulated online gambling markets. Operators are under pressure to understand which partners deliver customers, how commissions are calculated and whether campaign activity complies with local rules.

That backdrop helps explain why companies in the sector are placing greater emphasis on reporting, settlement and regional support. It also increases the importance of sales leadership as providers compete for multinational clients.

In that context, Pitts now takes responsibility for turning product development and market demand into a broader commercial strategy. He will play a central role in the company's efforts to win and retain clients in a market where operators increasingly want a single view across multiple territories.

Commenting on his appointment, Pitts outlined his priorities for the next stage of the business.

"Having worked closely with our clients and technical team to refine our platform and market positioning, I am thrilled to step into the Commercial Director role at such a transformative moment for RavenTrack. The affiliate landscape is evolving at a remarkable pace, with operators demanding unprecedented accuracy, customisability, and global scale. Our focus remains firmly on delivering robust tracking infrastructure, instant insights, and tailored service to help our partners succeed globally," said Julian Pitts, Commercial Director, RavenTrack.

Pitts also addressed the link between the company's software roadmap and its sales approach.

"Looking ahead, our strategic priority is to continuously bridge technical capability with commercial execution. We are not just building software; we are cultivating long-term collaborative ecosystems where operators and affiliates can operate with total trust, speed, and transparency across every market they enter," he said.

Adam Rowley, Managing Director, RavenTrack, said: "Julian's promotion to Commercial Director is exceptionally well-deserved and reflects the enormous contribution he has made to the business. His deep commercial insight, dedication, and ability to build lasting industry relationships will be vital as we scale our operations and continue to set the standard for affiliate technology."