Staff Reporters
Feb 27, 2023

Women to Watch Greater China 2023: Ashley Wu, The Trade Desk

As The Trade Desk’s head of business development in China, Wu has been instrumental in driving its growth by formulating the company’s domestic business development strategy to focus on brand advertising.

Women to Watch Greater China 2023: Ashley Wu, The Trade Desk
Celebrating outstanding talent in marcomms

Ashley Wu

Head of business development, China
The Trade Desk

Ashley Wu is a keen supporter of the effectiveness of programmatic advertising, and her professional path in the brand, agency, and technology sectors has given her specialised knowledge and viewpoints. She has leveraged this expertise since joining The Trade Desk (TTD) as business development director to develop a solid team that employs programmatic advertising to deliver impressive results for clients and propel TTD's expansion.

Wu has been instrumental in formulating TTD’s China business development strategy to focus on brand advertising, which in turn has driven impressive growth. She led the team to double TTD’s client pool in 2022, by connecting TTD to mature outbound industries like smartphones, fintech and gaming. She also opened up new industries like home devices, APP and ecommerce/DTC and built a solid relationship with top outbound brands.

In addition, Wu is dedicated to innovating new advertising solutions to help Chinese brands raise their profile and generate business in overseas markets. For Chinese New Year 2022, Wu led the team to launch a successful campaign for FunPlus with an impressive new CTV+ Digital Display + DOOH ad portfolio to help advertisers grab incremental reach outside the walled garden. The campaign successfully reached the key target audience with an improved 3X ROI. Her work on this project was later included as a case study by Cheung Kong Graduate School of Business, and awarded an Excellence in Management Award 2022 by Harvard Business Review.

As well as being a stellar business leader, Wu is also a strategic thinker and inspiring leader. She is always willing to guide and coach junior team members. Under her mentorship, one mentee progressed swiftly from a junior business development role to lead TTD’s projects with its client and strategic agency partner, and significantly grow business for the company.

In her spare time, Wu, who has a vision to help Chinese brands grow, hosts educational activities, including one themed ‘The Rise of Chinese Brands’, where she invited major Chinese cosmetics brands to share their stories to help raise awareness of domestic brands. 

Wu is also a sought-after speaker for industry events such as Marketing Brand Summit, 36kr Go Global webinars, to share insights about overseas markets and opportunities for Chinese brands. She actively contributes her insights on Chinese brands going global in top-tier media, including 21st Century Business Herald, Economic Observer, Yicai, 36kr, and Baijing Chuhai

Celebrating outstanding talent in marcomms


Campaign Asia

Related Articles

Just Published

2 days ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

2 days ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

2 days ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

2 days ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.