The real challenge was not simply scaling a hydration brand, but transforming Dropz into a broader beverage innovation company while operating under strong financial and market constraints.
Unlike established beverage brands, Dropz was operating in a highly competitive DTC environment where customer acquisition costs were increasing significantly across Meta and Google. At the same time, the brand needed to evolve beyond hydration and create demand for entirely new product formats, including instant cold coffee cubes. The challenge was not only performance marketing, but repositioning the company itself: refining the branding, improving product communication, launching new categories, and building a scalable growth system with limited resources. This required balancing short-term revenue generation with long-term brand positioning across multiple European markets.
As CMO at Dropz, I led the brand’s repositioning and DTC growth strategy, working across marketing, product, e-commerce and creative execution in a highly hands-on environment.
Because the team was lean, my role went far beyond strategic leadership. I was directly involved in rebuilding the webshop experience, testing landing pages, refining product positioning, creating branding content, and leading the rebranding process to evolve Dropz from a hydration-focused startup into a broader beverage brand capable of connecting with a younger Gen Z audience and supporting the launch of Coffee Dropz. Building and executing the DTC growth strategy– Reworking the webshop and conversion flows– Developing landing pages and creative testing frameworks– Creating branding campaigns and product videos– Leading the rebranding and visual direction evolution– Defining the communication strategy for Gen Z audiences– Launching and scaling new beverage concepts including Coffee Dropz– Leading Meta, Google and CRM performance marketing– Managing cross-functional execution across product, creative and growth– Driving customer acquisition and revenue growth across DACH markets
Case study
From a hydration startup to a broader beverage innovation brand.
Growth, rebranding, product launches & DTC scaling.
Key Result
Reduced CAC by 39% while increasing ROAS by 70%.
Market Impact
Repositioned the brand while launching new beverage categories and scaling DTC operations.
Ecosystem
Customers acquired across DACH markets.
Leadership Scope
Dropz strengthened my ability to lead brands in highly dynamic and resource-constrained environments, operating across strategy, growth, branding, product positioning and execution simultaneously.
Beyond performance marketing, the experience required building a scalable brand direction, adapting communication for new audiences, rapidly testing new concepts and aligning creative, product and commercial decisions under constant market pressure. It reinforced my belief that modern growth comes from the combination of strong positioning, operational speed, creative execution and deep understanding of consumer behavior.
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(2016-25©)
