Lee, aka "The Big Soy Cheese", is the founder and inspirational leader behind Smack. His past experience as a VP of Communications for Sweeney Dale Interior Design Inc, and formal education in design and technology, has made Lee a true hands-on leader. But the true extent of Lee's leadership isn't limited to Smack Inc. Participating in a variety of organizations, Lee is an active leader and contributor to community building theory and practice.

Often seen immersed in some sort of reading material, Lee not only remains on the cutting edge of building communities around brands, but he also stays on top of his other interests like the environment, history, music, film and politics.