Name: Jason Lee
Department: Marketing & Creative
Birthday: August 2nd
Can you share your career journey at onPeak? How have you seen the company evolve over time?
You asked, so here it goes…
After operating my own design studio, working with brands such as McDonald’s, Disney, and NASCAR, I started my onPeak career in 2004 as the singular graphic designer at what was then called Travel Technology Group (TTG). I was hired at TTG to join the newly formed 4-person Marketing department. That Marketing team continued to grow as our efforts to increase block pickup and help win new business proved successful.
In 2008, TTG and another housing company based in Atlanta, called Ambassadors, were bought by private equity and merged (shout-out to our OG Atlanta onPeakers!). Those merged companies operated as one co-branded entity known as Travel Tech/Ambassadors and the Chicago-based Marketing team continued to grow to meet the needs of the additional clients and events that came along with the merger. Our in-house team worked with a trusted agency to create a new identity for the combined companies and in 2010, the onPeak brand was launched.
In 2011 I was promoted to Sr. Designer and oversaw a small team of talented designers. The Design team grew to support onPeak’s expanding design needs and I took on the role of Design Director in 2012. It was during this time that I got involved with not only further supporting onPeak’s marketing and sales initiatives but also working closely with the Product and Dev teams, designing the early user-interfaces for external Compass and the Dashboard. The Compass external interface still closely resembles the work we did all those years ago.
In 2014 onPeak and the other largest powerhouse in the event accommodations space, Travel Planners, were purchased by GES and merged (shout-out to our OG TP/NYC onPeakers!). Why the onPeak name was chosen for the combined companies is above my pay grade, but here we are!
During the pandemic, onPeak got very small and teams shrank profoundly. In 2021 I found myself part of a 2-person Marketing team—filling the role of Marketing Manager along with my Design responsibilities. Luckily, I was on this journey with a great partner, Chelsea Bergman, who we were fortunate enough to hire back after the pandemic. I learned a lot by walking a mile in a Marketing Manager’s shoes and am truly grateful for that experience.
As the world emerged and rebuilt after the pandemic, so did onPeak and our Marketing and Design teams. More Marketing Managers were hired (shout-out to OG onPeakers, Lisa Petersen and Patrick Fazio!), a new Director of Marketing was brought on, and I was able to resume my role as Design Director.
The Marketing and Design teams continued to rebuild and grow, seeing the additions of Jackie Heath as a Marketing Manager, Alexa Botello as an Associate Graphic Designer, and Robin Jones as Marketing Coordinator. In early 2025, I accepted the offer to take on the role of Sr. Director of Marketing & Creative, overseeing both the Design and Marketing teams under one new “Marketing & Creative” name. My move to Sr. Director left a gap in the Design team which allowed us to bring on our newest member, Jordan Annis, as an Associate Graphic Designer.
I consider myself very lucky to work with, and to have worked with, so many talented, wicked smart, kind, and fun(!) people during my long tenure with this company; I’m humbled by the support and camaraderie through our time working together and beyond.
Are there any achievements or moments during your time at onPeak that you are proud of?
There are many, too many to list, but the things that stand out are hiring great people and drinking too much with co-workers after work at Frankie’s on Clark Street.
What trends in marketing and design are you currently excited about?
AI might be a cliché answer, but it is taking the world by storm and of course has many implications and uses in both Marketing and Design.
What song would be the soundtrack of your workday and why?
This question is a music lover’s nightmare. Don’t pigeonhole me by only knowing one song I like (I am into a lot of different types of music, new and old!), but I might pick something like Pat Metheny Group’s “Are You Going With Me?” from their live album “Travels”. The song is a slow building journey filled with interesting twists and turns along the way—like the way I imagine an ideal workday would progress. And, because it’s an instrumental—I get distracted by lyrics when I’m working… “What did the vocalist just say? What does that even mean?!?!”.
What is a surprising or little-known fact about you that other onPeakers might not know?
Some folks may know this already, but I spent 6 years of my childhood, roughly ages 10-16, living in Europe. I lived in a small town southwest of London called Cobham in the early 80’s, and then in Heidelberg Germany in the mid-80’s. If you ever need to know how to order a liter of beer and a tequila sunrise in German, just ask me, I got you.