Jumpstart
I lay the foundation for growth with in-depth audits and strategic assessments, uncovering the untapped opportunities hiding in your data, operations, or market position. I always aim to find a quick win within the first 30 days.
Scaling Startups
I lead ecommerce and omnichannel growth for consumer brands leveraging big league playbooks, while building the AI that scales your organization.
JME Labs. Jumpstart. Mobilize. Elevate.
Fractional eCommerce GM & Growth Consultant. Nearly 20 years of experience across CPG, DTC, and omnichannel brands give me the domain knowledge to run your business like an operator, and the judgement to know when and how to scale with AI.
Building the eCommerce & omnichannel brands and leaders of tomorrow.
Start a conversationCareer Highlights
Engagement Highlights
The difference
Most partners bring one. JME Labs brings both: the commercial judgment to run and grow your business, and the capability infrastructure - the AI systems, workflows, and tools - to scale it after I'm gone. I stay the senior leader on the engagement from start to finish.
| Capability | JME Labs | Generalist Agency Retainer | AI Enabler-Consultant |
|---|---|---|---|
| eCommerce & Growth Operator Experience | Yes● | Varies◐ | Rarely— |
| Custom AI Implementation & Enablement | Yes● | Varies◐ | Yes● |
| Senior Owner on Every Engagement | Yes● | Rarely— | Varies◐ |
| CPG/DTC/Digital Marketplaces Domain Specificity | Yes● | Varies◐ | Rarely— |
| Commercial & Capability Infrastructure | Yes● | Rarely— | Rarely— |
●Yes◐Varies—Rarely
JME Labs also partners with select experts and partners through the JME Labs Collective when a project calls for specialized execution. This comparison reflects the industry's typical generalist agency retainer model, or AI-enabler consultant.
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 and AI-amplified strategies that move fast and scale sustainably. Whether you're launching a product, entering a new channel, or solving for profitability, I work across three core phases.
Mobilize
Through fractional leadership and hands-on execution, I help activate the strategy: aligning teams, guiding execution, and building the AI systems and workflows that turn roadmaps into real momentum. This is where AI shows up - never as the starting point, only when the diagnosis calls for it.
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.
Where I plug in
Zero-to-One
Pre-launch, finding product-market fit.
High-Growth
Post-PMF, scaling fast, still under-resourced.
Established
Mature CPG orgs modernizing at scale.
Free eCommerce Resources
Free eCommerce 1-Pagers
Download free frameworks on market tiering, retention, promotions, product team resourcing, and more - published on Reforge.
FAQ
Common questions
A fractional eCommerce GM is an embedded part-time leader who runs eCommerce strategy, team, and P&L for a brand without a full-time hire - audits, builds the playbook, and executes hands-on.
eCommerce growth advisory is strategic guidance on scaling online revenue - channel strategy, retention, GTM, and org design - typically delivered through fractional leadership or ongoing consulting. JME Labs also offers this as a service.
AI transformation for eCommerce means identifying which specific business problems AI can solve (analytics, creative production, workflow automation) and building those systems directly into a brand's operations.
Jamie A. Lee is the founder of JME Labs, a fractional eCommerce GM and growth advisor with nearly 20 years of experience at Nike, Vital Proteins, Everlane, Walmart, EA, and Sony, who also builds AI systems for consumer brands.
JME Labs combines commercial operator judgment (running P&Ls, leading teams) with capability infrastructure (building the AI systems that scale a brand) - most partners bring one, not both.
Fractional eCommerce leadership typically costs a fraction of a full-time executive hire, scoped to the engagement - JME Labs prices each engagement based on scope and stage rather than a fixed retainer, with a free 15-minute discovery call to start.
A fractional executive is embedded in the business and accountable for outcomes, like a part-time team member - a consultant typically advises from outside without day-to-day ownership. JME Labs works as the former.
Yes. JME Labs specializes in CPG, DTC, and omnichannel consumer brands, with roots at Nike, Vital Proteins, and Everlane, though the same operator-plus-AI approach applies to any consumer-facing company, physical or digital.
A zero-to-one launch is building an eCommerce operation, channel, or brand from scratch - strategy, team, and infrastructure - through to a live, revenue-generating business.
No - AI is most effective as leverage for a lean team, not a full replacement for one. JME Labs builds AI systems that free up existing team members' time rather than eliminate roles, so 'human' roles can be used for the highest leverage activities.
Jumpstart, Mobilize, Elevate - three phases covering diagnostic audits, fractional/hands-on execution (including AI systems), and coaching/teaching to build lasting capability.
Yes - Jamie A. Lee lectures at AI for Marketers and Product Management at Ziplines, created the eCommerce 201 course on Maven (Maven's number 1 eCommerce course at 4.9 stars), and advises on the AI/vibecoding curriculum at Ziplines, in addition to custom team training.
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.
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