About Jamie A. Lee

Founder of JME Labs | Operator | Coach | Athlete

Hi there! I’m Jamie A. Lee, founder of JME Labs, where I help eCommerce brands and leaders Jumpstart, Mobilize, and Elevate their digital growth.

With over 15 years of experience scaling brands like Nike, Walmart, Everlane, and Vital Proteins, I specialize in turning strategy into execution - whether through consulting, coaching, or teaching. My approach is built on systems, precision, and a performance mindset rooted in lived experience - both in business and on the race course.

From Late Bloomer to Podium Finisher

I didn’t start out fast - in sport or in life.
I picked up volleyball in junior high and golf even later. I wasn’t the strongest or most skilled, but I was the one staying after practice, training in the rain, and putting in the work no one saw.

After college, I could barely run a 5K without feeling sick. Safe to say, running needed work. But I kept at it.

In my 30s - and more so after becoming a mom - I leaned into endurance sports.
At a time when most people slow down, I sped up. I doubled my progress. And through years of steady, behind-the-scenes effort, I earned:

  • 15+ podium finishes across Hyrox, Spartan (Beast, Sprint, Stadion), Deka, 5ks to Half Marathons

  • Qualified in two Deka World Championship events, finishing 5th in one and earning silver in the other

  • Completed a Half Ironman and was selected for Team USA at the OCR World Championships

The process behind those results - deliberate, disciplined, compounding - is the same one I use with every client and company I work with.

The JME Labs Framework:

Jumpstart. Mobilize. Elevate.

At JME Labs, I partner with high-growth startups and established brands to build data-driven, customer-centric strategies that move fast and scale sustainably. Whether we’re launching a product, entering a new channel, or solving for profitability, I work across three core phases:

Jumpstart

We lay the foundation for growth with in-depth audits and strategic assessments - uncovering the untapped opportunities hiding in your data, operations, or market position.

Mobilize

Through fractional leadership and ongoing consulting, I help activate the strategy: aligning teams, guiding execution, and turning roadmaps into real momentum.

Elevate

I deliver coaching, teaching, and advisory support to help leaders sharpen skills, make confident decisions, and build lasting systems - whether inside your org or in the classroom, where I teach the next generation of product, digital, and eCommerce leaders.

Scope of work includes:

  • Launching new categories and product lines

  • Scaling performance across Amazon, DTC, and marketplaces

  • Driving retention and improving LTV

  • Optimizing tech stacks and org design to support long-term growth

  • Teaching product strategy and go-to-market execution at top universities and industry events

Why It Works

What’s made the biggest difference in my own career - and in the work I do with clients - isn’t the spotlight moments.
It’s the hours behind the scenes.
Whether I’m training after sunset, building a GTM strategy, or helping a founder restructure their team, I bring the same level of care and follow-through.

That’s where real progress happens - and where lasting growth is built.

Let’s build what’s next.

Whether you're navigating change or scaling fast, I’d love to help you move with clarity, focus, and a system that holds.