About
I’m Jihye (Jay) Lee — an AI strategist, leadership coach, founder, and interdisciplinary artist.
I help founders, executives, and creative leaders redesign how they think, work, and reinvent themselves in the age of AI.
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 to help people and organizations navigate moments of transformation with greater clarity, leverage, and courage.
What I Do
My work spans four areas:
AI Workshops & Consulting
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 Strategy
Advising startups and growing companies on go-to-market strategy, growth marketing, product positioning, and organizational scaling.
Material Memory Studio
An interdisciplinary art and research practice exploring memory, identity, materiality, and transformation through exhibitions, workshops, and experimental formats.
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 has taught me the same lesson:
Reinvention isn’t about becoming someone else.It’s 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.
Let’s Connect
Whether you’re leading a company through AI transformation, navigating a major career transition, building something new, or simply asking what’s next, I’d love to connect.
You can explore my writing on Why What Matters, follow my artistic practice through Material Memory Studio, or connect with me on LinkedIn.