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Hiring? The 30-second version

Growth Marketing Leader · Los Angeles

Tony Lee

Most people only ever see the cover. Scroll, and I'll take the ball apart.

Take it apart Hiring? 30-second version

Layer 01 · The cover

What the résumé says.

  • Ex-Shopify, Yamibuy, Starzplus agency seats at Monks, OMG23 and Reprise
  • 13+ yearsgrowth and performance media at scale
  • Social Skills, Season 3Meta for Business
  • 2.8 handicapDivision I collegiate golfer, US Am Tour Champion

True. Also the least interesting part.

Layer 02 · The mantle

The decisions behind it.

  • Friction by Designpurposely added a step before the landing page. It broke internal records
  • “Would these customers have bought anyway?”the question before every budget ask
  • 70 / 20 / 10middle of the green, the trick shot, driving the par 4. No more, no less
  • AI beyond ChatGPT and Claudebuilt systems that QA and do the work, beyond simple prompting

The resume shows the outcome. This layer is the bet.

Layer 03 · The core

Who’s actually playing.

  • Takes the blame before the creditprotect the team, then teach
  • New dad to Henryand a wife carrying more than her share
  • Rebuilding, out loudthe career no one sees on a resume
  • Numbers person. Full effort.the one thing I’ve never had to fake

Everything else is built around this.

The leaderboard

On the board.

Two results, one casting call, one trophy. The receipts behind the layers.

  1. 01 Would they have bought anyway?Rebuilt paid acquisition around incrementality. Yamibuy −15% CAC vs. baseline · volume +25% YoY
  2. 02 Zero to twelveEmployee no. 1 in the U.S. Built the book from nothing. U.S. launch 0→12 Accounts in 18 months · $20K → $6M
  3. 03 Social Skills, Season 3Cast by Meta for Business to share how brands find customers. Meta S3 Social Skills cast
  4. 04 Rancho Santa Fe AmateurUS Am Tour, at The Santaluz Club. US Am Tour 1st Champion

See the whole record

The Record

Receipts.

Brands put me on their budgets. Meta put me on camera. People who reported to me put it in writing.

Hover or tap a flag · swipe along the fairway →

PAR 5 · THE CLIENT COURSE
  1. DECLÉOR
  2. Soffe
  3. Jamba Juice
  4. Party City
  5. sweetgreen
  6. Sam's Club· Zimmerman · agency
  7. Nintendo
  8. 20th Century Fox· Operam · agency
  9. Starz· In-house
  10. FX Networks· OMG23 · agency
  11. ABC· OMG23 · agency
  12. Fandango
  13. Shopify· In-house · Global Paid Media Lead
  14. A24· Media partnerships
  15. Focus Features· Media partnerships
  16. Searchlight· Media partnerships
  17. Google· Monks · agency· 2026–
He impressed me with his ability to hit the ground running as a leader… he truly cared about their development.
Andriana AngelevskaReported to Tony · OMG23
He is an incredible leader and has the ability to motivate those around him.
Danielle WhitingReported to Tony · now Growth Director
Working under Tony in the past was amazing for my career development.
Allan Banker IIReported to Tony · Paid Media Lead

Cast by Meta · Social Skills, Season 3 — how brands find customers.

See every receipt

Why golf is on this page

Division I discipline. The job is the focus.

I competed as a Division I collegiate golfer and won on the US Am Tour. Golf isn’t the hobby here — it’s where the discipline comes from. It’s how I run teams and budgets.

  • Tony teeing off at TPC Sawgrass during the Arccos Invitational
    Arccos InvitationalTPC Sawgrass · 2024
  • Tony holding the champion's plaque on the course
    ChampionRancho Santa Fe Amateur · US Am Tour
  • Tony and Eun Bi in hanbok under a stone archway on their wedding day
    Eun Bi and meWedding day
  • Tony in the TPC Sawgrass locker room
    Locker roomTPC Sawgrass
  • Tony laughing in a tuxedo
    Caught mid-laughWedding day
Before the tee timePreparation
Yardage books before rounds. The plan exists before the budget does.
Course managementPlay the percentages
Aim for the middle of the green, take one real swing. On a P&L, that’s 70/20/10.
Signing the cardOwn the number
No excuses about the lie. The score is the score — in a round or a quarter.

70 / 20 / 10

The core principle.

Every budget gets played the same way. Seventy percent aims for the middle of the green. Twenty goes to the trick shot that could pay off handsomely. Ten tries to drive the par 4. You can’t be any more or any less. Try it yourself.

70%

Proven channels with verified ROI. Not glamorous. It pays for the whole round.

20%

Promising bets with fuzzy attribution. Hit it right and it tucks next to the pin.

10%

The par 4 in one. Most land in the water. The one that doesn’t changes the year.

Middle of the green Trick shot Drive the green Each dot is 2.5% of the budget
Budget protected100
Revenue upside100

That’s the principle. Protect the budget, earn the upside, take one real swing.

Illustrative model, indexed to 70/20/10 = 100. Not a forecast.

Did this work?

Measurement is a strategic road trip.

You don’t find out whether it worked at the end. You plan the route: where you’re going, which towns you skip, and what could send you on a detour. Skip a few markets, keep spending everywhere else, and read the gap when you arrive. Plan it yourself — or let the navigator.

Alabama Alaska Arizona Colorado Florida Georgia Indiana Kansas Maine Massachusetts Minnesota New Jersey North Carolina North Dakota Oklahoma Pennsylvania South Dakota Texas Wyoming Connecticut Missouri West Virginia Illinois New Mexico Arkansas California Delaware District of Columbia Hawaii Iowa Kentucky Maryland Michigan Mississippi Montana New Hampshire New York Ohio Oregon Tennessee Utah Virginia Washington Wisconsin Nebraska South Carolina Idaho Nevada Vermont Louisiana Rhode Island
  • Stop · still spending
  • Skipped town · holdout, dark
  • Your route

1 · Plan the route

Pick the towns you’ll skip. They go dark; every other stop keeps spending.

Skipping 0% of sales

All markets (keyboard-friendly list)

2 · Drive six weeks

3 · Where you ended up

Plan a route and hit the road.

Simulated markets and sales, sized for illustration. The method is real: matched-market holdouts, read with difference-in-differences.

The back nine

Elsewhere on the course.