Franchisor Stories
Blending two decades of agency experience with a deep understanding of franchisee collaboration, Riley is elevating one of the fastest-growing beverage brands in the Northeast.
Name: Caroline McAleese Riley
Role: Chief Marketing Officer
Brand: Aroma Joe’s Franchising, LLC
Brand Website: https://franchising.aromajoes.com/
With more than 20 years spent on the agency side, Caroline McAleese Riley brings a seasoned, strategic, and franchise-savvy perspective to Aroma Joe’s. Before joining the brand, Riley led the regional Dunkin’ account at her previous agency — her first major introduction to franchising. That experience shaped her belief that franchise marketing is most effective when franchisees are treated like true partners and clients.
Today, Riley leads marketing for Aroma Joe’s with a philosophy rooted in community connection, brand consistency and the recognition that no two local markets are the same. Her approach blends data-driven strategy with a hyperlocal understanding of customer behavior.
Q&A With Caroline McAleese Riley, Chief Marketing Officer, Aroma Joe’s Franchising, LLC
1851 Franchise: How did you find your way to franchising and franchise marketing?
Caroline McAleese Riley: I worked on the agency side for more than 20 years and led the regional Dunkin’ account at my past agency, which was my first foray into franchising before Aroma Joe’s.
1851: What makes franchise marketing uniquely challenging (and rewarding) compared to corporate-only marketing?
Riley: Marketing in a franchise environment is very similar to being at an agency, whereas the franchisees are our clients. Their opinions, insight and expertise on the business, operations and local communities are critical for us to create great campaigns.
1851: What is the single most powerful lever a marketing team can pull to directly impact franchisees’ profitability at the unit level?
Riley: Leaning into the variances within differing communities and where a shop may be in the life cycle of the brand in terms of resonance. Are they in an emerging area where the brand is not known? Do we need to remind legacy areas about brand love?
1851: What is an untapped marketing opportunity you see for franchise brands?
Riley: One-to-one connections on the community level. Just when you think you are doing enough, you should do more.
1851: What is one marketing fad or buzzword that you believe will actually deliver real results in the coming year?
Riley: AI integration and predictive modeling.
1851: What’s your boldest franchise marketing take?
Riley: That we have any idea of how things will change in the next 18 to 24 months. My bold take is buckle up — it is always going to change.
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