2023 Honorees

Raven Addei

Partnerships & Brand Lead, APAC

“In order to achieve success in the eCommerce industry, I believe you must be transparent with the ones who are putting their trust in you.”

Rising Star2023

How would you describe yourself?

Just a young gal with an afro, trying to make the absolute most out of life and use my talents to enjoy what I do everyday. 

I love my mum, cars, pilates, doggos, drifting, red wine, card games, camping, music, pole fitness, quality candles ,and perfume fragrances.

I am the ultimate culture cocktail; born and raised in New Zealand, with my mum being half Scottish and Welsh and my dad being Ghanaian. I am privileged to represent and embrace more than one ethnicity and I am all about encouraging diversity and shining from within a minority.

I have lived a few lives already. My background and degree are in media, where I spent 5+ years in the radio industry, from sales to the host of a #1 national radio show, voicing commercials for retail brands, MCing many live music and corporate events, acting in TVCs and hosting television docuseries. Public speaking and hosting are things that I have always thrived in. Plus everyone who knows me, knows I love a good story to tell or hear. 

And here is the bit that most people wouldn’t assume… on weekends, I am far more of a reserved homebody and prefer to chill, lowkey. I like disconnecting from the acidity and above the shoulders energy and being in my own world. I love getting out in the garden, love a potted plant, too, the real air breathers. You could also catch me baking cookies, out camping in the middle of nowhere, in/on the ocean or at the motorsport track working towards my next drift qualification.

Tell us about your company and role.

I am the Partnerships and Brand Lead, APAC, for Overdose, A global Digital Commerce Anti-Agency with enterprise capability, underpinned with startup hustle. We deliver industry-defining capability and results across strategy, experience, technology, marketing, search, data, and Insights.

My primary role is to ensure your experience with Overdose. is unique, trusted, and of course memorable. Whether you are consuming our content via socials, scanning our website, attending our events, on a call with us, or bumping into our team at an industry event — my job is to create experiences that you will never forget, for all the RIGHT reasons.

What qualities make someone successful in the eCommerce industry?

In order to achieve success in the eCommerce industry, I believe you must be transparent with the ones who are putting their trust in you. Tell them what they NEED to hear, not necessarily what they WANT to hear. Honesty and integrity go a long way, so long as it’s genuine.

What has been your biggest professional success so far?

Confession: Two years ago, I had to google the dictionary meaning of eCommerce… now, I am blessed to receive random, sweet messages from my colleagues and industry friends who commend my work and tell me I am an inspiration professionally and that my confidence is a quality they admire the most. That feels like my biggest success. To be acknowledged and celebrated by the top dogs, those I didn’t think knew I existed, and be looked up to by my peers.

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What causes are you most passionate about?

Mental health awareness and change. I am a HUGE advocate for those suffering or experiencing mental health concerns or challenges and also for those supporting them.

I wish for the topic of mental health to be as normal as asking if someone drinks coffee. Let’s start by only asking people “How are you?” when we ACTUALLY want to know the answer. And the truth for that matter.

Some of the most incredible humans on the earth have suffered and/or continue to be challenged by mental health issues and we need to talk about it more. It is unfair to assume that the most successful, well-paid, or confident person in the room is the happiest. In fact, it’s wrong. Let people be. Allow them to feel the way they need to feel. That is incredibly powerful in itself. Though that certainly doesn’t negate my own personal rule of “be aware and responsible for the energy you bring into the room.”

Oh and sunblock. I am definitely a known sunscreen pusher. Please, no questions, just put it on. Please. I’ll die on this hill.

What do you think is the biggest challenge facing eCommerce brands?

Research and data. Facts we can trust and longevity is key. There are so many buzzwords, short-lived hypes, misleading jargon, and self-fulfilling promotions being recycled over and over again by the same brands, verticals, and regions. Where is the truth? Brands must invest back into their customers, research and genuinely understand the needs and wants of the consumer, before pushing the brand’s agenda. Knowing, rather than thinking and assuming.

What's your favorite loyalty program or subscription offering from an eCommerce brand?

Bangn Body. Period. I first heard the founder speak at an AWIE event in 2022 and I was hooked. I am now a loyal customer, not yet at subscription point, as I’m still trialing which are my fave products. But I love love love the brand story, intentions, the products, authenticity. And I think she has done a fantastic job with the team at Yotpo to create and develop an incredible loyalty program, filled with incentives and levels to reach!

What do you geek out over?

Dinosaurs. Reddit. Random fact books.