On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.
Rosa Li is founder and CEO of functional beverage brand Wildwonder.
How would you describe your job to someone who doesn’t work in retail? I’m basically a storyteller, flavor curator, and firefighter all in one. I build a brand that turns gut health into something joyful and craveable, while juggling everything from product development to sales meetings to building our financial projections and taste tests in grocery store aisles.
One thing we can’t guess about your job from your LinkedIn profile? Being a founder is as much about people as it is about product. One of the most meaningful (and challenging) parts of my job is building and inspiring a team that believes in the mission just as deeply as I do. I’ve had to learn how to hire not just talent, but passion, and I’m so proud that we’ve created more than just a company, we’ve created a tribe. And yes, I still jump in to respond to DMs or pack mailers when needed because no one is above rolling up their sleeves when it’s something you love.
What’s your favorite project you’ve worked on? Our first very out-of-home campaign for Whole Foods Market. Whole Foods was the first flagship retail partner I worked with, and we focused on expanding with Whole Foods region by region to make sure we’re succeeding in every region. Once we felt ready for a national expansion, we worked on a fun out-of-home campaign and drove trucks wrapped in Wildwonder branding around New York City, and around Whole Foods stores. The buzz was incredible. It got people talking, and more importantly, buying! And got the attention of Whole Foods. From making herbal tonics in my kitchen to seeing Wildwonder products stocked in every Whole Foods store across the country felt surreal and deeply validating.
Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
Which emerging retail trend are you most excited about right now, and why? I’m excited about the rise of protein and fiber in everything from bars to beverages as consumers look for more function in their daily staples. For too long, it was a trade-off between health and flavor, especially in drinks. Now we’re seeing functional beverages that actually taste good. At Wildwonder, we’re proud to be part of that shift. Each can has 5 grams of fiber and gut-friendly benefits, but it still feels like a treat, not a chore.
What’s your go-to coffee order? Latte with oat milk. I actually have a huge sweet tooth and like my coffee creamy. I make coffee myself during the week and treat myself to a fancy latte on the weekend, ideally with a croissant while exploring a new pastry shop in town. It’s my little ritual and reward after a busy week.
Worst piece of advice you’ve received? “Follow the playbook.” There’s a way large and successful beverage brands are built and industry veterans always like to follow the playbook. While it’s important to learn from the best case studies, there’s many ways to success, and we like to pave our own way and bring our own unique angle to the market.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? At 15: Lip Smackers in every flavor. Now: Wildwonder Raspberry Lychee. Also comes in fun bright packaging, but actually does something good for you (and your gut)!