ADVISORY
Fractional commercial leadership for companies scaling complex products.
I run digital go-to-market for B2B companies whose value is hard to explain — the ones with long sales cycles, technical buyers, and a story that doesn’t fit a templated funnel. Climate tech, proptech, and infrastructure businesses entering new markets, mostly across MENA and APAC.
● Now accepting Q3 2026 engagements · Limited to three concurrent clients
LATEST INSIGHT
Notes from the practice are on the way.
Writing on AI-era search, sustainability sector commercialization, and the operating systems that connect them. Contrarian, analytical, generous.
The Practice
How I work
Three engagement models, depending on what you need and how embedded you want me. Each starts with a paid diagnostic — no free strategy, no spec work, no proposals before we’ve talked.
01 — Diagnostic Sprint
Two to four weeks. Fixed scope.
A focused audit of your digital commercial engine — positioning, channels, content, conversion, measurement. Ends with a written diagnosis and a prioritized roadmap. Often the right starting point if you’re not sure what’s broken or where the leverage is.
02 — Embedded Advisory
Three to six months. Recurring.
I work alongside your team as a fractional director. Weekly working sessions, async support between, and I commission and direct external partners — agencies, contractors, freelancers — so you don’t have to. Best for companies in active build mode without a senior commercial leader in seat.
03 — Fractional Leadership
Six months minimum. Two to three days a week.
Senior commercial leadership without the full-time hire. I own the digital go-to-market function, sit in your leadership cadence, and report to your CEO or board. For companies between Series A and Series C that need executive-level operating power before they can justify an executive-level salary.
Methods
How I think about the work
Commission, don’t execute.
The work I do best isn’t writing the email or running the ad. It’s deciding what gets built, who builds it, and whether it worked. I bring fifteen years of operating judgment and a network of specialists I trust — and I direct them on your behalf.
Organic before paid.
Paid media is a jumpstart, not a strategy. The compounding asset is the organic engine — content, search, distribution, owned audience. Most companies skip the work that actually compounds and wonder why they need to keep paying for traffic.
Clarity before scale.
Marketing that scales something broken just makes it broken faster. The first job is almost always to fix the message, the offer, or the funnel — then turn the volume up. Diagnosing in that order saves months and a lot of money.
Built for sectors where the buyer is technical.
I work with companies whose value is hard to explain in a sentence. Climate tech, proptech, infrastructure, B2B software with a real product underneath. The marketing playbook that works for SaaS at a glance doesn’t work when the buyer needs to understand the science before they sign.
About
A one-person practice, by design.
Gudespeed is a one-person practice run by Tzu-Wei Wu, based in Dubai. Fifteen years in senior digital marketing roles before going independent — most recently at Caesars Palace Dubai, Emaar Hospitality Group, and Atlantis Dubai, leading digital commercial functions across multiple brands and markets.
The decision to go independent wasn’t a career break. It was a deliberate move out of large hospitality groups and into the sectors that will define the next decade — climate technology, the built environment, infrastructure, healthcare. Companies that need senior commercial operators who can think across digital, brand, content, and measurement, but don’t need a full-time CMO yet.
Trained in sustainability strategy through Cambridge CISL, Terra.do, and Climate Drift. Reading constantly across decarbonization, AI-era search, and the operating playbooks of the practitioners I respect — Václav Smil, Mariana Mazzucato, Dario Amodei, Nilay Patel.
Working out of Dubai. Operating across MENA and APAC. Open to engagements anywhere the work is interesting and the company is serious.
Connect
Get in touch
The fastest way to start a conversation is to book a call directly. Thirty minutes, no pitch, no obligation — we’ll talk about what you’re working on and whether I’m the right person to help.
If you email, three things help me give you a useful first response:
- What your company does — product, stage, market
- Where you’re stuck right now
- What you’re trying to be true in six to twelve months
I read every message myself. No gatekeepers, no automated responses, no generic proposals.