At Tupperware, the food storage brand in every grandmother's cupboard, Lee built the first direct-to-consumer business in its 75-year history, launching in the UK from a standing start. He proved the model on two hero products with direct-response television and digital working as one system, taking DTC from zero to eight figures by year two while holding lifetime value above three times the customer acquisition cost. That became the blueprint for international expansion: distributors Lee guided rolled it out across ten-plus markets, led by Germany, Austria and Switzerland, moving more than 800,000 units of a single hero product across Europe in two years, all while the parent company went through its global restructuring and headwinds. The marketing won an ERA Global EMMA Award for Best Social Media Campaign in 2023.

At Beast Health, the premium blender brand, Lee led the launch of the UK business, the brand's first market outside the US. He built the DTC operation with a lean team, growing it to seven figures in year one on an influencer-led acquisition model. Its real value wasn't its direct sales: it was the incremental demand it drove into Amazon and retail, the sales a channel creates elsewhere but rarely gets credit for. So when 2025 tariffs drove up product costs and direct DTC sales stopped paying their way, Lee didn't defend them. He leaned into DTC's strength as a demand engine, pushing harder into Amazon and retail where the economics still held. Profit held, and the brand kept growing. On the US business he also advised on retention and lifetime value, rebuilding the post-purchase engine and growing returning customers' share of revenue by around 30%.

At Big Chill, the retro kitchen appliance brand, Lee turned an early, under-used ecommerce operation into a genuine growth engine for the business. His bet was Pinterest, before most brands took it seriously, and it paid off: it drove roughly twenty times the traffic of the brand's print advertising at a fraction of the cost. But this was high-ticket retail, a full retro-kitchen upgrade could run to $20,000, so traffic alone was never the point. The real lever was lifetime value: he built the journey that turned a first purchase into the next, nurturing single-appliance buyers toward those full-kitchen upgrades. Over five years he grew digital revenue from seven figures into the mid-eight figures. As acquisition costs rose, he protected efficiency by growing the value of existing customers rather than buying growth at rising cost.