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TextNow Adds Walmart Executive to Scale First-Party Data Capabilities

SAN FRANCISCO AND WATERLOO, March 2, 2022 – TextNow, the leading mobile app offering free cellular and WiFi-enabled phone service, today announced that Ed Woo has joined its leadership team as Vice President, Data and Analytics. Ed brings more than 20 years of experience to TextNow, most recently as VP, Analytics at Walmart Connect, the advertising arm of the world’s largest retailer. Ed will oversee the analytics function at TextNow, including business analytics, data science, data engineering, and data strategy, reporting to Chief Product Officer Dave Chiang. In this role, Ed will focus on user growth and engagement, and scaling TextNow’s first-party data platform to enhance advertising opportunities.

As privacy changes and evolving consumer preferences disrupt the digital advertising industry, there is a growing demand from marketers for platforms that can deliver highly targeted campaigns using robust first-party data. TextNow helps the world’s largest brands reach a strongly engaged, young, and diverse audience of more than 10 million monthly active users in a brand-safe environment.

“Ed’s analytics experience is invaluable as we scale our first-party data and consumer insights capabilities,” said Dave Chiang, Chief Product Officer at TextNow. “As we continue to gain a deeper understanding of our customers, we offer a unique opportunity for advertisers looking to reach the coveted Gen Z demographic with programs that greatly outperform traditional digital marketing campaigns.”

During his time at Walmart, Ed led the analytic consultative practice to develop deeper media and first-party shopper insights to enable better decision quality, higher performance, and stronger advertiser trust for large global brands by creating best-in-class full-stake analytic solutions, such as Walmart AdMix Modeling and targeting solutions.

“TextNow’s mission to democratize phone service is a game changer,” said Ed Woo, VP of Data and Analytics at TextNow. “I’m excited to work with a great team to provide free phone service at scale, at a company on the precipice of massive growth. Our access to first-party data about a highly sought-after audience is our key differentiator, and I think we can unlock that asset to meaningfully increase customer engagement and provide tremendous value for advertisers.”

Based in San Francisco, Ed has developed customer insight and analytics programs for some of the biggest brands in the world including eBay, Yahoo, Staples, Ogilvy, and Shutterfly.

About TextNow
Founded in 2009, TextNow is the largest provider of free phone service in the U.S. With offices in San Francisco, Waterloo, and Seattle, the TextNow app has been downloaded more than 200 million times globally, helping millions of people stay connected with a free phone number and ad-supported calling and texting over WiFi and a nationwide LTE network. For more information visit

Media Contact:
Nick de Pass

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