Aroma Joe’s Marketing Leader Caroline Riley on Strategy, Customization and AI in Franchise Growth

For Caroline Riley, franchise marketing isn’t just about splashy campaigns or brand-wide messaging — it’s about understanding people. As chief marketing officer of the coffee shop franchise Aroma Joe’s, she’s energized by the unique stories behind each franchisee and the specific needs of every community they serve. Her approach is grounded in strategy and expertise, but it’s her attention to local nuance that makes the brand’s marketing so effective.

“We base each decision on great strategy and expertise, but really listen to the issues an individual shop may be facing,” Riley said.

In a crowded coffee marketplace, Riley sees brand differentiation as Aroma Joe’s biggest opportunity — and its greatest necessity. She’s focused on helping guests not only discover the brand, but become loyal advocates by leaning into the qualities that set Aroma Joe’s apart from the competition. At the same time, she knows that no two markets are the same, which is why customization is key.

For Riley, 2025 will be all about tailoring messaging, channels and creative to match local expectations and behaviors — and then being ready to pivot fast when the data says it’s time.

“Customization in terms of messaging, channels and creative in different markets,” Riley said. “And following the consumer journey to quickly push what is working and pivoting where needed. Data is absolutely key.”

Looking ahead, Riley’s boldest prediction for marketing comes down to technology and mindset. “We need to embrace AI and stop fighting it,” she said. “This will not replace great marketing talent but just make us smarter and more nimble.”

Caroline Riley: I love the fact that each franchisee has a different story and path to success. And that each community has distinct characteristics we need to take into consideration to stay relevant.

1851: What do you see as the single most important thing franchise marketing pros can do to impact franchisees’ unit-level economics?

Riley: Base each decision on great strategy and expertise but really listen to the issues an individual shop may be facing.

Riley: Continue to focus on our differentiation in a very crowded marketplace. People have lots of options where they want to get their daily caffeine fix and we need them to understand and be brand advocates.

Riley: Customization in terms of messaging, channels and creative in different markets. And following the consumer journey to quickly push what is working and pivoting where needed. Data is absolutely key.

Riley: We need to embrace AI and stop fighting it. This will not replace great marketing talent but just make us smarter and more nimble.