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Work with me: the short version

Growth & performance marketing · Los Angeles

Tony Lee

Athlete’s discipline. Analyst’s rigor. A writer’s need to explain it plainly. This is the work, and the thinking behind it.

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

Cover · Experience

The résumé version.

  • Shopify, Yamibuy, StarzIn-house experience, alongside agency roles at Monks, OMG23 and Reprise
  • 13+ yearsWorking in growth and performance marketing
  • Social Skills, Season 3Featured in Meta for Business’s series on how brands find customers
  • Across the growth teamAcquisition, measurement, budget decisions and people

That’s the short version. The decisions take a little more explaining.

Mantle · Decisions

Why the work looked that way.

  • Friction by DesignAn extra step before a Shopify landing page, and the highest session-to-lead conversion rate on record
  • Would they have bought anyway?The question behind a different approach to acquisition at Yamibuy
  • 70 / 20 / 10How I divide a budget between proven work, promising ideas and new experiments
  • Building with AIWhat went into this site, and what remains my responsibility

The results fit on a résumé. The reasons need a page each.

Core · The person

The person doing the work.

  • Division I, then the newsroomPlayed golf at St. Bonaventure, then gave it up to found and run The Intrepid, an online college paper
  • Responsible for the teamPeople should feel secure enough to ask questions, try things and tell me when I’m wrong
  • Henry’s dad. Eun Bi’s husband.Learning as we go
  • Numbers person. Full effort.228 rounds logged, every shot tagged. I measure my game like a media plan

Selected work

Three places to start.

Three decisions from the work, with the context behind the results.

  1. 01 Friction by DesignAdded an interactive step before a Shopify landing page to qualify incoming traffic. Shopify RECORD Highest session-to-lead conversion rate on record at Shopify
  2. 02 Would they have bought anyway?Reconsidered where acquisition spend was going. Yamibuy −15% CAC vs. baseline · orders up 25% YoY
  3. 03 Zero to twelveJoined as the first U.S. employee and built a book of business. U.S. launch 0→12 Accounts in eighteen months

Read the work

Experience

People and projects.

Brands I’ve worked with, conversations on camera, and recommendations from people who know the work.

Hover or tap a flag for the role or agency.

  1. DECLÉOR5WPR client
  2. SoffeThe Variable client
  3. Party CityZimmerman Advertising client
  4. Sam's ClubZimmerman Advertising client
  5. sweetgreenOperam client
  6. NintendoReprise Media client
  7. 20th Century FoxOperam client
  8. StarzIn-house
  9. FX NetworksOMG23 client
  10. ShopifyIn-house
  11. FandangoConsulting
  12. SearchlightAgency client
  13. A24Agency client
  14. 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.

A crossword in the style of the daily mini. Every answer is somewhere on this site, so if you get stuck, go look.

0:00

1ATap a square to start.

Tap a square, then type. Tap it again to switch between across and down.

Across

    Down

      Did this work?

      What happened because of the ads?

      Here’s the math I’d walk a finance partner through. Pause ads in a few markets, keep them running everywhere else, and compare the gap against how those same markets behaved before the test. Then ask how sure you can be. Pick markets, run six simulated weeks, and every step of the math appears below the result.

      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
      • Ads continue
      • Ads paused
      • Markets still running ads

      1 · Choose holdout markets

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

      No markets selected

      Choose from a list

      2 · Run the simulation

      3 · Read the result

      Choose markets, then run the simulation.

      Markets and sales are simulated. The effect is the share of sales in the paused markets that went away, read as a ratio against the markets that kept spending, before versus after (a difference-in-differences ratio). The 95% interval accounts for noise in both periods and uses a t-distribution because there are only twelve weeks. It illustrates the logic; it doesn’t design or validate a real experiment.

      How I think about measurement

      Elsewhere

      More in my own words.