interview | “Technology is not a tool, it's a strategy”–OliveYoung COO Jinhee Lee on growing MAU 5X with online and offline integration

His first step toward achieving this balance was introducing the squad-tribe system. A squad is a small, cross-functional team focused on a specific feature or function within a product or service, bringing together planners, developers, designers, and others to collaborate organically. Multiple squads are then grouped into a tribe. To support fast and fluid collaboration within this new structure, Lee implemented tools like Slack and Jira, helping tech teams integrate their workflows more seamlessly with other departments.

He also redefined the company’s hiring strategy. Rather than prioritizing candidates from large corporate IT departments, he actively recruited people with startup experience or entrepreneurial backgrounds. These hires, unbound by conventional processes, brought a spirit of autonomy and fresh problem-solving approaches that created productive tension within the organization. Naturally, some struggled to adapt to the hybrid culture. “It took about a year to find people who truly understood a company where corporate and startup cultures coexist, and to help embed that culture throughout the organization,” he says.

With a background in software development, Lee took the lead to bridge the communication gap between tech teams and non-IT departments. To do so, he asked internal engineers to rehearse explaining their work in plain language before presenting it to non-technical teams. And when discussing strategy, rather than imposing top-down decisions, Lee respected the operational expertise of frontline employees. He took time to understand their workflows and operational context before stepping back to identify ways to improve the overall system. It’s a leadership style grounded in respect, empathy, and a keen sense of how to drive change from within.