Dr. Fred Wu is a Malaysian management consultant with more than 25 years of experience in corporate strategy, marketing, project management, and cross-border business development. He holds a Doctor of Business Administration (Strategy), an MBA in Marketing, and multiple professional certifications, including Certified Scrum Master (CSM), Chartered Project Manager (ChPM), Chartered Wealth Manager (CWM), Change Management Specialist (CMS), Chartered Trust & Estate Planner (CTEP), and Chartered Financial Manager (ChFM).
Dr. Fred is the Co-founder and CEO of GE Consult & Co, where he leads strategic advisory work for SMEs, startups, and multinational clients. His consulting focus includes corporate strategy, turnaround management, financial analysis, marketing strategy, M&A planning, cross-border project financing, ESG, and risk management.
Across his consulting career, he has led extensive engagements with SMEs and large corporations in improving financial and operational performance, marketing and branding as well as leading corporate turnaround exercises. His work spans sectors involving reputable organizations such as Huawei, Shell, Cuckoo, Daikin, FELCRA, TNB, KPRJ, JETRO, Brahim’s SATS and so on. He is former Business Consultant of public listed company named HHRG Berhad (KLSE: HHRG) and Artroniq Berhad (KLSE: ARTRONIQ). 
Over the past two decades, Dr. Fred has quietly played a supporting role in shaping and growing a range of businesses in Malaysia and some Asian countries. His work has spanned strategic planning and management, marketing management, branding and funding initiatives, contributing to the progress of organizations in diverse sectors—from retail and manufacturing to medical and service industries. Throughout this journey, he has had the opportunity to collaborate with some reputed enterprises such as ACT Consulting Malaysia, HeMAT Malaysia, Milkcow Malaysia, Mastermind Abacus Malaysia, Relikor Thailand, YJACK Indonesia, Visionary Seed Indonesia, Zentech Brunei, as well as Mya Pan Wah Cambodia. His focus has consistently been on helping founders, entrepreneurs and management teams strengthen their foundations, refine their strategies, and move closer to sustainable, long-term growth.
He also serves as an Advisor to RareRock Malaysia Sdn Bhd and RareRock Capital Sdn Bhd, where he supports cross-border project financing efforts in real estate development, durian plantation ventures, and emerging new-energy initiatives. Beyond his industry work, he contributes to the global professional community as a Global Advisor to the Global Academy of Finance and Management (GAFM), a Research Fellow with Eudoxia Research University (USA), and a Venture Partner at Alta Exchange in Singapore.
Industry Engagements and Thought Leadership
He has served as a speaker, judge, and mentor at numerous forums and competitions, including:
● NASA International Space Apps Challenge Kuala Lumpur 2025
● Universiti Malaya INTRAC 2025 and UG-iFEST 2025
● Alibaba Create@ Global Startup Contest
● NEX:US Social Entrepreneurship (Enactus UNM)
● Global Youth Entrepreneur Challenge Camp
● Top Business Excellence Award Malaysia
He is formerly a Contributing Writer for Franchise Asia Magazine and has been featured in multiple regional business events and media engagements such as Malaysia SME Newspaper, Bernama Radio, Astro Awani, TheStar Newspaper, The New Straits Times and many more.
Recognition
● Successful People in Malaysia 2019/2020 – Britishpedia Encyclopaedia (UK)
● Successful Leader 2021 – The Bizz Award, World Confederation of Businesses (USA)
GE Consult & SME Ecosystem Work
In published insights from GEC Business Review, Dr. Fred emphasized the rising demand for SME and startup business plans amidst Malaysia’s growing entrepreneurship ecosystem. GE Consult has, for over a decade, delivered investor-grade business plans, franchise/licensing plans, marketing plans, business proposals, strategic SOP frameworks, performance benchmarks, and financial projections for startups across Malaysia and the region.
The firm has supported notable SMEs including Milkcow Malaysia, Discover Gaya Malaysia, Mastermind Abacus Malaysia, Neneq Java Essentials Indonesia, D-Avant Cap China, and Kadyn Plus Hong Kong, among others.
In a Malaysia SME Newspaper interview, Dr. Fred stated that GE Consult’s consultants “are highly qualified (most with MBA and ACCA) with considerable MNC working experience,” advising CEOs and entrepreneurs on critical business issues.
Startup & Innovation Roles
Dr. Fred has actively contributed to Malaysia’s startup ecosystem. As part of the Create@ Alibaba Cloud Global Startup Contest 2022, he served as a judging panel member and mentor, supporting participants in areas such as digital transformation, investor readiness, and scaling strategy. In 2025, Dr. Fred was invited to contribute as part of the judging panel for the NASA International Space Apps Challenge Kuala Lumpur, working alongside professors and scientists in evaluating innovation ideas. He considers it a meaningful privilege to support a global initiative that encourages creativity, problem-solving, and the spirit of “changing the world” through technology and collaboration.
Professional Statement
“WE HELP SME FLY” has been a guiding principle since the early days of GE Consult, founded in 2003. The firm has grown into a trusted partner from startups to SMEs and large corporations, providing support in areas such as strategic planning, creativity and branding, marketing, and the development of customized business and financial solutions.
