Fred Wu Email & Phone Number

Dallas, Tx, Us

As General Manager with P&L responsibility over the AT&T News Portal and AT&T’s internal digital creative agency, I’ve generated $600M+ in gross digital ad revenue, improving profitability by 8-10% over the last five years. Led the rebrand and platform migration of the AT&T News Portal (formerly att.net) to its current form as Currently.com, resulting in an 18% revenue increase and 12% boost in unique visitors compared to pre-rebrand figures. As a customer-obsessed marketer, I’ve led integrated marketing campaigns for Apple, Samsung, Google, and AT&T Fiber across the AT&T digital ecosystem, including display, video, social, and editorial content, driving a 19% increase in traffic to att.com. Conceived the original concept, “Sunday Ready,” for NFL Sunday Ticket on DIRECTV, achieving a 22% sales conversion rate—double the internal goal. Built and led teams of 30+ members with 10 direct reports, fostering environments that resulted in recognition by C-suite officers and entry into AT&T’s prestigious Management Development Program (MDP) which accepts the top 2-3% of managers. Pioneered creative advertising content for DIRECTV’s “first of its kind” video pause ad format, setting new benchmarks with conversion rates exceeding 10%.Managed experiential marketing initiatives for DIRECTV at SXSW and San Diego Comic-Con, and secured a multiyear in-store WiFi contract with Starbucks. * Career progression note: Promoted from Lead Manager to Associate Director (2018) to Director (2019)

Cincinnati, Ohio, Us

As Head of Marketing (National Chains) for P&G’s North America Professional Hair business, I developed joint-value creation strategies with C-level decision makers at top accounts, representing more than $400M in annual net revenue. Grew the Wella Professionals brand of hair care and styling products at ULTA Beauty, securing the brand’s first-ever branded entertainment activation with Access Hollywood and Rent the Runway. This resulted in 3X sell-through during an 8-week promotion period, driving a 49% YoY increase in same-store sales. Recognized by P&G’s global leadership team as a “Corporate MVP” (top 7% of division) for consecutive years of outstanding leadership and business contributions. Led Wella North America’s social media and salon community-building program, “Hairdressers at Heart,” achieving a 20%+ PTAT on Facebook and growing the social media fanbase by 14X.Developed and executed the division’s first digital product sampling microsite on Facebook, earning recognition from P&G leadership for a “Best in Class” digital campaign.

Cincinnati, Ohio, Us

Leadership: Led internal cross‐functional teams and external agencies to launch 7 national consumer campaigns for two P&G brands, exceeding volume forecasts in all campaigns. Breakthrough Trial Driver: Developed division’s first-ever digital sampling program on Facebook, resulting in $3M of incremental revenue from a single SKU, and awarded P&G “Best in Class” Digital Campaign. Build Capability: Led training for managers/directors 1-2 levels up across global regions.

Beaverton, Or, Us

Digital Innovation and Category Strategy: Researched and recommended growth strategies for the NIKE Sportswear business and Pro Combat high-performance apparel.

Burbank, Ca, Us

Communication Strategy: Led development of strategic film positioning and press kits supporting 8-10 film releases per year. Promoted within one year of first assignment. Senior-level Advisement: Influenced senior executives and filmmakers to invest in tactics generating incremental print, digital and television coverage worth $2.5 million in media value, including a five-minute segment on “The Colbert Report.” High-profile Campaigns: Collaborated to launch national publicity campaigns and events (e.g. world premieres, Comic-Con) supporting such films as “Happy Feet,” "300" and “The Dark Knight.”

As the Founder of a full-service television and video production company, I secured contracts with American Honda and Comcast to provide broadcast-quality content, including a 10-episode documentary on NBA star Yao Ming, and content for TBS, MTV, and VH1.

B.A., Economics/International Areas Studies

Mba, Media & Entertainment, Marketing, Entrepreneurship