Key Takeaways
- Tempest-Jody Larrichia has stepped down as CMO of Flash Coffee after two years, transitioning to a health tech start-up in Singapore.
- Under Larrichia’s leadership, Flash Coffee experienced a significant sales increase and expanded operations in Indonesia.
- Larrichia emphasizes the importance of adaptability and storytelling for marketers in start-ups.
Leadership Transition at Flash Coffee
Tempest-Jody Larrichia has exited his role as Chief Marketing Officer at Flash Coffee, marking the end of a pivotal period for the brand. Joining in 2022, Larrichia aimed to revitalize Flash Coffee and has successfully redefined its image and enhanced the customer experience. He leaves to explore opportunities in a health tech start-up based in Singapore.
Reflecting on his time with Flash Coffee, Larrichia described it as a “masterclass in reinvention.” He successfully transformed the brand from merely providing caffeine to one that fosters deeper emotional connections. This change resulted in over 50% growth in sales during 2024, particularly with the rollout of a new Indonesia-focused strategy that included a revamped menu and multiple store openings in Jakarta and Bandung.
Larrichia also introduced the brand’s inaugural digital campaign for Ramadan, “Together with Flash,” designed to deepen emotional ties with consumers through relatable storytelling. Despite the challenges typical in a fast-paced start-up environment, he navigated these successfully, even stating, “building a plane and flying it, often with your coffee still spilling.”
Before his tenure at Flash Coffee, Larrichia held senior brand and creative positions at several global lifestyle and fashion companies. His past roles included directing strategy and creative efforts at Ted Baker and leading brand experience at Puma Group.
In his farewell, Larrichia advised aspiring marketers in start-ups to “trade your playbook for a compass,” stressing the significance of reading the room and pivoting swiftly. He humorously added that a high tolerance for chaos is essential for those considering this career path.
As he departs, Larrichia is still involved in new store launches across Jakarta, leaving behind a revitalized Flash Coffee poised for continued growth.
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