Felipe M. Lee
CPO | Product & Brand Leader | Built and scaled enterprise platforms across commerce, dental SaaS, and energy
- Role
- Chief Product Officer at Fluid
- Location
- Lehi, UT, US
- LinkedIn followers
- 500 followers
About Felipe M. Lee
As the Chief Experience Officer at ION Solar, my passion lies in cultivating exceptional digital experiences that drive success. With a solid background in managing development and marketing teams, I am at the forefront of enhancing our brand, messaging, and digital experience strategies. Recently, I spearheaded a successful brand and messaging refresh while overseeing the development of our groundbreaking mobile application, The Grid. This app has revolutionized our sales team\'s effectiveness and productivity.In my previous role as an early team member at Dental Intelligence, I played a pivotal role in shaping the company\'s trajectory. Starting as the Brand/Creative Director, I was later promoted to EVP of Demand & Brand. Under my leadership, the company experienced remarkable growth, achieving an astounding $35 million in annual recurring revenues within just three years. Additionally, I contributed to the design of a product that has become indispensable to dental professionals monthly.Throughout my career, I have consistently achieved measurable business growth through the implementation of innovative marketing strategies. Collaborating closely with sales, management, and creative leaders, I have been instrumental in driving distinction in highly competitive consumer marketplaces.
Experience
Chief Product Officer
Aug 2024 — Present · Lehi, UT, US
Lead product, design, and go-to-market for We-Commerce, a unified commerce platform purpose-built for people-powered brands. I joined shortly after the initial, rep-facing app launch and evolved it into a full enterprise commerce ecosystem powering the entire customer journey.Scope & AchievementsScaled the offering from a single-function rep app to complete e-commerce infrastructure (storefronts, content management, personalization, checkout, payments, analytics).Led a 15-person cross-functional organization across Product, Design, and GTM; partnered closely with Engineering leadership to deliver the roadmap.Defined the platform roadmap for enterprise deployments serving global direct-selling and hybrid-commerce brands.Drove UX and design-system strategy for flagship launches with ASEA, Thermomix, and New U Life.Launched We-Commerce’s market identity—positioning, category language, and visual system across all customer touchpoints.Collaborated with executive leadership on enterprise sales, partner integrations, and scale-up strategy.Outcome: Transformed We-Commerce from a rep enablement app into core commerce infrastructure for global brands—powering the full lifecycle from discovery to checkout and beyond.
Education
Southern Utah University
Business - Graphic Design
2004 — 2007
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