People of Dripos: Alexandra Romanoff
Please introduce yourself!
My name is Alexandra Romanoff, and I’m the VP of Marketing at Dripos. I’m a food and beverage marketing leader with more than a decade of experience building brands and driving growth. My background includes representing restaurants, chefs and food products; leading earned and paid media initiatives for Eataly North America; and serving as a Director of Marketing at Slice.
I’m a native New Yorker and currently live on the Upper West Side with my husband and our two-year-old son. In our free time, we love trying new restaurants and exploring all the kid-friendly activities the city has to offer.
What is your go-to coffee order?
Vanilla iced latte with skim milk.
What is your go-to coffee shop?
Blu Cafe when I’m near home, or Blank Street when I’m at the office.
What is your role at Dripos? and what is your favorite part of your role?*
I lead the Marketing team at Dripos, overseeing creative, social media, community engagement, partnerships, brand awareness, customer communications, and lead generation. As the first marketing hire, it’s been incredibly rewarding to build the team from the ground up.
Because we’re still a relatively new team, we have the flexibility to experiment, test ideas, and quickly learn what resonates. One of my favorite aspects of the role is shaping how Dripos shows up in the world and helping define the company’s brand trajectory.
What do you enjoy most and least about working at a tech start up?
Working at a coffee tech startup is especially exciting because we spend a lot of time in coffee shops speaking directly with owners, vendors, and partners about their real-world experiences. These relationships are incredibly important, and that’s something I truly enjoy.
One of the challenges, though, is prioritization. We often have more great ideas than we can execute at once, so staying focused on what will have the greatest impact requires discipline and clarity.
Can you describe a specific achievement at Dripos you are most proud of?
From the moment I joined Dripos, I began leading our rebrand, which officially launched last month in January of 2026. I was involved in shaping everything from visual identity, like the brand colors and typography, to story architecture, messaging, and company materials. Seeing all that work come to life across our website and brand assets has been incredibly fulfilling.
I’m also very proud of our Marketing team, who jumped into this big undertaking with enthusiasm and played a huge role in making it such a success.
How do you align marketing strategy with overall business goals?
At Dripos, every marketing initiative starts with a clear connection to our core business objectives: expanding adoption of our all-in-one operating system among independent coffee shops across the U.S. and supporting shops that are currently working with Dripos. This alignment informs everything, from our messaging and positioning, to channel selection and campaign execution. We prioritize initiatives that directly support customer acquisition, brand authority within the coffee community, and long-term market penetration, ensuring marketing isn’t operating in a silo but actively driving business outcomes.
How do you measure whether marketing is truly driving growth?
Before launching any major initiative, we establish clear KPIs tied to business impact. Our team is highly data-driven and constantly evaluating what’s working, what isn’t, and why. By staying close to performance data and iterating quickly, we can optimize campaigns in real time and confidently attribute which marketing efforts are contributing to sustainable growth. I encourage my team to take risks and test often – this is usually when something magical happens.
What are you most excited to build, solve, or see come to life at Dripos this year?
I’m most excited to continue strengthening the Dripos brand and further establishing the company as a leader in the industry. I have deep conviction in our product and mission, and that belief fuels everything we do on the marketing team.
In addition, I’m excited to develop resources that equip our shops with meaningful industry data and insights to help inform smarter business decisions. Operating as an independent business can often feel isolating, and access to reliable information isn’t always easy. Our goal is for Dripos to help foster a truly supportive community, one where coffee shops can benefit from shared knowledge, collective insights, and a sense of partnership that makes them stronger together than they would be on their own.
