Growth & performance marketing · Los Angeles

Tony Lee

I lead growth and performance marketing, from acquiring customers to deciding where the next dollar goes. Here’s the work I’ve done, the decisions behind it, and how I think about leading a team.

Start with the work Hiring? Here’s the short version

Cover · Experience

The résumé version.

Shopify, Yamibuy, StarzI’ve worked in-house at all three, alongside agency roles at Monks, OMG23 and Reprise.
13+ yearsIn growth and performance marketing.
Social Skills, Season 3Featured in Meta for Business’s series on how brands find customers.
Across the growth teamCustomer acquisition, measurement, budget decisions and leading people.

The case studies explain what I changed and why.

Mantle · Decisions

Why the work looked that way.

Friction by DesignAt Shopify, I proposed a personality quiz to guide prospective merchants to a relevant landing page.
Would they have bought anyway?At Yamibuy, I changed cart-item retargeting and used products near the free-shipping threshold to acquire new customers.
70 / 20 / 10A starting point for dividing a budget between proven work, promising ideas and new experiments.
Building with AIWhy I put more effort into this site’s interactive tools than into more visual polish.

Each piece explains the decision, the context and what I could conclude.

Core · The person

The person doing the work.

Golf, then the newsroomI played Division I golf at St. Bonaventure and later founded The Intrepid, the university’s online newspaper.
Responsible for the teamI want people to understand the work, have room to make decisions and feel able to tell me when something isn’t working.
Henry’s dad. Eun Bi’s husband.We’re figuring out life as parents.
Still keeping scoreI track my rounds and individual shots. There’s been less golf since Henry arrived.

Selected work

Three places to start.

The decisions I made at Shopify and Yamibuy, and my part in building a U.S. account base.

01 Friction by DesignMy personality quiz helped route prospective merchants to a relevant landing page and informed audience targeting. Shopify Record Highest session-to-lead conversion rate among sources tracked for store-acquisition work at Shopify
02 Would they have bought anyway?I changed cart-item retargeting and used products near the free-shipping threshold to acquire new customers. Yamibuy −15% CAC vs. baseline, with orders up 25% year over year across the broader acquisition program
03 Zero to twelveAs the first U.S. employee, I led domestic media and worked with sales on pitches as we built the account base. U.S. launch 0→12 Accounts in 18 months

Read the work

Experience

People and projects.

Some of the brands I’ve worked with, a conversation on camera, and recommendations from people who know my work.

Hover or tap a flag to see my role or agency.

DECLÉOR5WPR client
SoffeThe Variable client
Party CityZimmerman Advertising client
Sam's ClubZimmerman Advertising client
sweetgreenOperam client
NintendoReprise Media client
20th Century FoxOperam client
StarzIn-house
FX NetworksOMG23 client
ShopifyIn-house
FandangoConsulting
SearchlightAgency client
A24Agency client
GoogleMonks client

I can’t recommend Tony enough! He’s incredibly organized and knowledgeable about all things media buying.

Delaney GlassnerClient · A24 Films

Tony’s management style is grounded in trust, collaboration, empathy, and respect.

Jared EichmannReported to Tony · Campaign Lead

Tony has an incredible depth of knowledge across digital media, combined with a wealth of experience and a real understanding of what drives results. He’s smart, dependable and always generous with his knowledge.

Mark RamkoleeaSenior to Tony · 2026

On camera · Social Skills, Season 3 · Meta for Business

More experience and recommendations

A short intermission

The Sheckii Mini.

Every answer is somewhere on this site. If you get stuck, have a look around.

0:00

1ATap a square to start.

Select a square and type. Select it again to switch between across and down.

Across

Down

The crossword needs JavaScript. The clues: The agency where Tony works on Google (5) · Tony’s client at 1 Across (6) · Tony’s Division I sport (4) · Does Tony have a podcast? (3) · ___ for Business, whose Social Skills series featured Tony (4) · Where Tony proposed a personality quiz for prospective merchants (7) · Los ___, Tony’s home (7) · Tony’s son (5)

Did this work?

What changed when the ads stopped?

Choose a few markets and pause their ads in this simulated example. Compare their sales with markets where ads keep running, using the six weeks before the pause as a baseline. The result shows how that comparison becomes an estimate, and why the quality of the comparison matters.

Ads continue
Ads paused
Markets still running ads

1 · Choose holdout markets

Ads pause in the markets you select and continue everywhere else.

Choose from a list

2 · Run the simulation

3 · Read the result

Choose markets, then run the simulation.

The markets and sales are simulated. This is a simplified illustration of a market comparison, not a validated experiment or a forecast. A real test needs a credible comparison, enough data and time, and an assessment of uncertainty.

How I think about measurement

Elsewhere

More in my own words.

Work with me

Building a growth team?

I’m looking for a full-time growth or performance marketing role with a tech or e-commerce team.

What I’m looking for Email Tony