Inside Upwave: How CTO George London is Turning Data into Marketing Clarity
George London
Chief Technology Officer of Upwave
Website: www.upwave.com
George London is a seasoned technology leader who has spent his entire career helping companies use data to make better decisions. He began his journey at Bridgewater Associates—the world’s largest hedge fund—where he worked on macroeconomic modeling and investment research. Later, he founded a startup that helped consumers explore and discover music through data.
As one of Upwave’s first engineering hires, George joined the company with the mission to build its statistical capabilities from scratch. Over the years, he has grown with the organization—serving as Head of Data, Vice President of Engineering, and now as Chief Technology Officer. Throughout his journey, he’s contributed to nearly every aspect of Upwave’s systems and product while coaching and leading its technical teams.
George holds a BA in Philosophy from Yale University and lives in Oakland with his wife and labradoodle. His earliest brand loyalty was to Nintendo—a reminder that innovation should always bring joy, creativity, and wonder.
This is the story of how George London leads with curiosity, builds with purpose, and continues to push the boundaries of what’s possible in data and technology.
Bringing Science to the Art of Advertising
At the heart of George’s work is Upwave’s mission: “Bringing science to the top of the funnel.”
In the vast world of advertising—where over half a trillion dollars are spent annually on brand campaigns—measuring effectiveness has always been a challenge. Traditional performance marketing can be tracked through clicks and conversions, but brand advertising operates on memory, perception, and long-term influence.
George and his team at Upwave revolutionized this by using data science to quantify something previously considered immeasurable. They analyze exposure to brand ads, compare surveyed attitudes between exposed and control groups, and deliver actionable insights. The result? Businesses can now see the true, incremental impact of their ads—turning intuition into measurable science.
It’s a pioneering approach that reshapes how companies understand consumer influence and brand value.
The Path from Philosophy to Technology
George’s route to technology wasn’t linear—it was driven by curiosity and adaptability.
With a degree in Philosophy and Psychology from Yale, his first professional step was at Bridgewater Associates. There, he learned how to model complex systems like the global economy, proving that with the right mindset, anyone can master data-driven thinking.
When George later founded his own startup, he faced the challenges of entrepreneurship head-on—learning to code, build web applications, and pivot his product multiple times. “I bought a Python textbook and just started building,” he recalls. Those years of experimentation laid the foundation for his success at Upwave.
His story reminds us that great leaders aren’t defined by their major—they’re defined by their willingness to learn, adapt, and grow.
Leadership That Understands People
When George joined Upwave, he didn’t immediately lead teams—but his curiosity and problem-solving earned him trust. As he developed Upwave’s causal inference engine, others naturally looked to him for guidance. That’s where his leadership journey began.
George believes effective leadership starts with understanding what motivates each individual. “There’s no one-size-fits-all solution,” he says. “It’s about knowing people as people—what they care about, where they are in their journey.”
He has built teams grounded in purpose, mutual respect, and autonomy. His leadership philosophy blends empathy with technical depth—he believes leaders must understand the work well enough to inspire confidence and provide clarity. As he puts it, “Cavalry officers need to ride horses.”
The Transformative Power of AI
George’s excitement for artificial intelligence is contagious. While many worry about AI replacing jobs, he sees it as a force multiplier. “Even if AI stopped progressing today, it would still transform how work happens,” he says.
At Upwave, his team has already deployed generative AI tools that doubled user engagement within a year. For George, AI is more than automation—it’s creative empowerment. It allows leaders and engineers alike to focus on what matters most: solving hard problems, innovating faster, and creating more value for customers.
His perspective is both practical and visionary: AI isn’t about replacing people—it’s about helping people build more of what makes the world better.
Building for Meaning and Impact
When asked what drives him, George’s answer is simple: meaningful work and meaningful relationships.
For him, success isn’t just about scaling a company—it’s about building something that matters, with people who care. Even if Upwave achieves exponential growth, George says he’ll continue building. “I enjoy it—it makes me happy. There’s still so much work to be done to make sure every dollar in advertising is well spent.”
It’s a philosophy rooted in craftsmanship, curiosity, and purpose—a reminder that real leadership isn’t about titles or exits; it’s about finding joy in solving problems that improve lives.
Written by Jovilyn A. Dela Cruz
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“Leadership is about understanding what drives people — there’s no one-size-fits-all. It’s about knowing people as people, and giving them purpose that matters.”
