As the Director of eCommerce at ReserveBar, Lee is responsible for leading platform strategy, content development and audience growth tactics for key ReserveBar online properties. This work is focused on inspiring customers to explore new spirits, discover the joy of at-home bartending, and learn from inspiring personalities in the trade.

Additionally, Lee leads the Topflight Series single barrel and private selection program, leveraging his extensive experience with high-end and high-proof spirits to curate compelling, unique releases made available exclusively on ReserveBar.

He has also served as a judge for the 2021 - 2024 New York World Spirits Competitions, 2022-2025 San Francisco World Spirits Competitions and 2024 - 2025 John Barleycorn Awards, and is WSET I Certified in Spirits and Wine.