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George London
CTO at Upwave
George London is the Chief Technology Officer at Upwave, a position he has held since January 2023.4 He is a seasoned technology leader with a career focused on helping companies use data to make better decisions.3
George's professional journey began at Bridgewater Associates, where he worked as an Investment Associate from 2008 to 2011, conducting data analysis and financial modeling.2 He then founded two startups: LinerNotes (2011-2014) and Sonica (2014-2015), both focused on music recommendation systems.2
In July 2016, George joined Upwave as a Software Engineer.4 He quickly rose through the ranks, becoming Lead Data Engineer, Director of Engineering, and Vice President of Engineering before assuming his current role as CTO.4 At Upwave, George has been instrumental in building the company's statistical capabilities and has contributed to nearly every aspect of Upwave's systems and product.3
George holds a Bachelor of Arts in Philosophy from Yale University.2 He is based in the San Francisco Bay Area and lives in Oakland with his wife and labradoodle.3 George is passionate about building data-driven products and highly collaborative engineering teams.1
Highlights
Just read this eye-opening article by Nike's former Sr. Brand Director.
According to him: Nike, a brand built on powerful storytelling, recently shifted to a data-driven, DTC model. The result? A staggering $25B market cap loss in one day.
The key issue? They heavily invested in easily measurable direct response tactics while stepping back from their brand-building strengths. It's a common trap - who doesn't want to directly see your advertising grow the bottom line?
But Nike's experience perfectly illustrates why I'm such an advocate for comprehensive brand lift measurement: if you focus too much on harvesting demand rather than creating demand, you'll soon end up with barren orchards.
"Brand" and "performance" marketing aren't opposites - they're necessary complements to building a sustainable business. And that's why brand lift measurement tools Upwave aren't just nice-to-have; they're essential for quantifying the real impact of your brand efforts and letting you apply a "performance" mindset to brand building.
So, how are you balancing short-term performance metrics with long-term brand building? Are you confident you're measuring what truly matters?
#BrandStrategy #MarketingMeasurement #AdTech #Upwave
Thrilled to be hiring a new VP of Engineering for Upwave.
Come work directly with me (and a very talented team of engineers and product folks) to build the world's best AI-powered tools for measuring and optimizing brand advertising.
Interested, or know someone great who might be? Reach out!
https://lnkd.in/g8qJ4wZ9
