About

What I do

I'm Jihye (Jay) Lee. Over the past 16 years, I've led growth at high-growth startups, advised venture-backed companies, built global creative platforms, and exhibited artwork internationally. Today, I bring together AI, business strategy, coaching, and artistic practice.

• AI/AX

  Helping leaders and organizations adopt AI in practical, high-impact ways to improve decision-making, productivity, and innovation.

• Leadership coaching

  Supporting founders, executives, and professionals through career transitions, leadership challenges, and moments of reinvention.

• Growth/marketing

  Advising startups and growing companies on go-to-market strategy, growth marketing, product positioning, and organizational scaling.

• Studio & salon

  Material Memory Studio is an interdisciplinary art and research practice exploring memory, identity, materiality, and transformation — and a studio and salon in Mullae, Seoul, where exhibitions, workshops, and guest-host evenings bring artists and people from other fields into the same room.

My approach

Throughout my career, I've crossed disciplines, industries, and countries — not by accident, but by design.

From diplomacy to startup leadership, from Silicon Valley to the Arctic, from corporate boardrooms to artist residencies, every transition taught me the same lesson: reinvention isn't about becoming someone else, but about designing the next version of yourself with intention.

That belief became the foundation of my coaching philosophy and the BORDER Method™, a practical framework for navigating uncertainty with clarity, structure, and courage.

Writing elsewhere

Beyond the essays here, I've written for Korean retail, media, and tech publications — selected pieces here. You can follow my artistic practice through Material Memory Studio and Jay Art Making.