Sally Wu leads the Insights team in Asia Pacific for BBC News - Global, which operates the BBC’s commercial assets across TV and digital platforms internationally. With over 20 years of experience across market research, insights and data analysis, Sally is well versed in quantitative research methodology (including TV measurement), qualitative research methodology and data analytics. 

Prior to joining the BBC, Sally worked at Univision Communications in California, USA for 11 years, rising to the role of Media Research Director during the last 3 years of her tenure at Univision’s Los Angeles office where she was in charge of research operations and best practices of the company’s 64 owned & operated TV stations across the US and Puerto Rico. 

Sally serves as a committee member at AVIA (Asia Video Industry Association) and Interactive Advertising Bureau (IAB) in Singapore, Southeast Asia & India. In the past, she’s been an industry fellow at the Institute of Asian Consumer Insights at the Nanyang Technological University, a board member of the Media & Marketing Research Council of Los Angeles as well as an advisory committee member for Nielsen’s eNames Client Advisory Committee in USA. 

A native Taiwanese, Sally grew up and was educated in Taipei before getting her Master’s degree in Communications from Northwestern University, USA.