On the Raft with Alicia Willemet, Head of Ecommerce & Retention

Alicia is the person behind the scenes making sure RefluxRaft's ecommerce engine never misses a beat. She's detail-obsessed, data-driven, and one of the most dependable people on the raft.

We asked her a few questions. Here's what she said.

Is email marketing still worth the effort, or are we all just shouting into the void?

"Undoubtedly. Have you met Black Friday? The ROI speaks for itself. But what I love most about email is that it's the one channel where a customer has actually said yes — let me hear from you. That consent matters. As long as you're honoring it (and yes, following CAN-SPAM), you have a real relationship to work with. That's not nothing. That's everything."

Are there any brands you're genuinely loyal to — like, you'd evangelize for them unprompted — and what are they doing that creates that kind of pull?

"Indie Lee. The founder started the brand after a brain tumor diagnosis sent her looking for cleaner alternatives to what was on shelves — and she has stayed true to that as she's scaled. That kind of origin story doesn't just build a brand. It builds trust you can't manufacture."

If you could only keep one app on your phone, what's it going to be and why?

"WhatsApp. It's become my go-to over the last three years living between Austin and Bali. It keeps me connected to family and friends across time zones, taps me into communities, and helps me coordinate the everyday rhythms of life in Bali. It's the one app that touches every part of my life."

What’s your favorite Claude meme?

In honor of Women's basketball...

Best piece of advice you’ve ever gotten from a boss, mentor, or co-worker that actually stuck?

“You can either waddle with the ducks or soar with the eagles. Be mindful about the company you keep — personally and professionally. Surround yourself with people who are striving for greatness.”