Deacon Spotlight: Lily Geiger
Lily Geiger (2018, BA in Communications)
Founder and CEO of Figlia in New York, NY
Tell us about your current job role and employer. What are you currently working on?
I am currently the CEO of a company I started during the pandemic. I decided to start a non-alcoholic aperitivo business after losing my dad to alcohol addiction and not really wanting to consume alcohol myself. We are currently focused on having Figlia nationwide and in as many key retailers, restaurants and bars as possible!
What key personal and/or career experiences led you to where you are today?
I worked as an assistant to a team and to two executives as my first job out of college and it forced me to learn quickly, adapt, write a lot of emails and work within a tight schedule!
What is the most challenging aspect of your job? How do you navigate that challenge?
Managing the pressure of being a leader, raising money in a challenging economy and being a first-time founder. I navigate challenge by remembering that Figlia does not define me and the best thing I can do for myself and those that I work with is to take care of myself!
What advice would you give to Wake Forest graduates about developing their personal life habits after college (finances, health, values, work/life balance)?
I would try to identify someone who truly inspires you and work for them if you can find a way there. Shoot your shot, message them on LinkedIn, social media, email and express why you’d be good for the job, even if the job title doesn’t exist yet.
We know that relationships are important for any kind of development. How do you build and maintain your network?
Simply attending WFU for 4 years and keeping in touch with classmates is some of the best networking I’ve ever done. Always stay in touch with former bosses and coworkers from other jobs and as hard as it can be, put yourself out there during work events, gatherings, etc.
Tell us about your mentoring relationships. What impact have these relationships had on your career and life?
I have built some pretty incredible relationships with my mentors. Some of the people I turn to the most have either done what I’ve done in starting a company many times or are currently going through it for the first time as well like me. Both are extremely important and comforting!
What advice would you give to current Wake Forest students and/or young alumni who are interested in working in your industry?
Don’t be afraid of a cold outreach and check your emails for typos/the name of the person you are addressing! I can’t tell you how much I get these and often my name is spelled incorrectly. I would also try to get your foot in the door with anything as simple as an internship or pitch a skill of yours that you think could add value to the business!
What’s next for your career? What future goals or plans are you pursuing?
Broadening Figlia’s reach across the US, more products, more team members and more talking to our community about removing the stigma around alcohol addiction!
Story published in August 2025. For current updates about Lily, visit her LinkedIn profile. Additionally, check out the current Non-Alcoholic Aperitivo selection at Figlia!