I'm Hubert Yee.

For fifteen years, I worked in strategy, growth, and execution, helping organizations scale, solve hard problems, and measure what mattered. Good work. But at some point, I started paying more attention to the people inside those organizations than to the metrics.

That shift started with coaching. I had a coach who asked me questions I hadn't thought to ask myself. It wasn't comfortable. It was clarifying in a way I hadn't experienced before. Within a few months, I had more direction and confidence than I'd had in years.

I founded gameXchanger because I wanted to offer that to other people.

My background is unusual for a coach. I studied sociology and ethnography, I learned how to listen carefully, ask better questions, and understand what drives human behavior beneath the surface. I spent years in nonprofit work, then transitioned into performance marketing and growth strategy, where I managed large budgets, complex decisions, and high-stakes results. I'm currently completing my ICF Associate Certified Coach (ACC) credential.

What that means for you: I bring the rigor of an analyst and the patience of someone trained to understand people — not just advise them.

I work with emerging leaders, mid-career professionals, and people in the middle of transitions who know they want something different but aren't sure how to get there. My clients include marketers, nonprofit leaders, engineers, and students. What they have in common is that they're done with vague advice and ready for honest, structured work.

My core values, Growth, Respect, Courage, Understanding, and Compassion, aren't decoration on a website. They show up in how I run every session.

Outside of coaching, I'm a husband and a father. My son is, without question, my sharpest feedback mechanism. Being a Chinese American who has moved through nonprofit work, politics, and technology gives me a perspective that clients from a wide range of backgrounds find useful.

If you're ready to do the work, I'm ready to do it with you.