Yiwei Wu

Yiwei Wu

'12 BA (IR)

Director, Mobile Marketing Center of Excellence 
Interactive Advertising Bureau

Yiwei Wu is the director of the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau (IAB), a marketing and advertising firm representing more than 650 leading media and technology companies. IAB is responsible for selling, delivering, and optimizing digital advertising and marketing campaigns. On behalf of this sector, IAB develops standards of advertising practices, conducts research on marketing and advertising strategies, and provides consultation and assistance to brands and agencies.

Previously,  Wu served as senior manager of IAB. In that role she was responsible for leading various mobile advertising work groups and committees that comprise of member companies and firms aimed at cultivating industry standards and guidelines.

While at Maxwell, Wu recalls taking National Model United Nations (NMUN), a course taught by her favorite professor, Francine D'Amico. She says the course gave her a "hands-on experience of practicing diplomacy and leadership"--something she could not find anywhere else. "I learn better not from books, but from experience, and that is exactly what the NMUN course and Dr. D offered me," says Wu, who also earned a BA in advertising from Syracuse University's Newhouse School.

For current and future Maxwell students, Wu offers this advise: "Talk to different professors and to students who are older than you. Through these conversations, you’ll learn more about what you would like to do and the opportunities Maxwell offers for you to develop your interest. However, don’t stretch yourself too thin in getting involved with more than you can chew. It is better to do a few things well than do a lot of things half-baked."