Kathryn O’Connor: Leading La Colombe’s Marketing Journey

From Retail to CPG: Embracing the Coffee Legacy

Kathryn O’Connor, the visionary Chief Marketing Officer (CMO) of La Colombe, embarked on a remarkable odyssey within the coffee industry. After years of navigating the retail landscape, she joined La Colombe’s marketing team in 2013, captivated by the brand’s impactful public relations (PR) presence. This pivotal decision set the stage for a decade-long tenure with the company, culminating in her elevation as CMO in 2023.

Reflecting upon her decade-long association with La Colombe, O’Connor acknowledges her initial feelings of inadequacy as a CPG marketer. However, with time and experience, she has overcome this self-doubt, embracing her role as a leader in the industry.

Despite the growing prominence of La Colombe’s CPG products, O’Connor emphasizes the enduring importance of the company’s café network. She recognizes the cafés’ dual role as brand-builders and testing grounds for innovative beverages. Before introducing new drinks as canned products, the team meticulously tests them at the cafés, ensuring consumer approval and refining the recipes to perfection.

Expanding Horizons: Beyond Cafés and into Partnerships

In recent years, La Colombe has strategically expanded its reach beyond its café roots, venturing into hospitality settings. Collaborations with renowned establishments like American Airlines and the Wynn Hotel in Las Vegas have brought the brand’s coffee to a broader audience, generating positive feedback and solidifying its reputation.

Moreover, La Colombe has embraced cause-driven partnerships, demonstrating its commitment to social responsibility. The collaboration with the American Civil Liberties Union (ACLU) in 2020, which involved a voter registration drive and a special roast named Lyon, exemplifies this dedication.

O’Connor reveals that her team is actively working on developing their strategy with the ACLU in anticipation of the upcoming election. Additionally, the company has experimented with innovative approaches, including utilizing artificial intelligence (AI) for customer surveys in social campaigns and establishing student ambassador partnerships.

Branding Evolution: Preserving Heritage While Innovating

Amidst La Colombe’s transformative changes, O’Connor underscores the brand’s unwavering commitment to its heritage and simplicity. This core philosophy guides all marketing efforts, from storytelling and social content creation to engaging activations.

O’Connor draws inspiration from her experience at Free People, where she gained expertise in aspirational marketing. She aims to integrate this approach into La Colombe’s marketing strategy, crafting captivating narratives that resonate with consumers and embody a desirable lifestyle.

In her pursuit of excellence, O’Connor emphasizes the paramount importance of maintaining exceptional coffee quality across all products. She believes that seamlessly connecting the café experience, product experience, and brand experience is essential to creating a cohesive and memorable brand identity.

A New Chapter under Chobani’s Guidance

As La Colombe embarks on a new chapter under Chobani’s ownership, O’Connor anticipates positive developments. She believes that Chobani’s extensive experience in cold chain and grocery distribution will significantly enhance La Colombe’s brand visibility and awareness.

Furthermore, the partnership presents exciting opportunities for cross-collaborations, potentially introducing Chobani coffee creamers to La Colombe cafés, thereby expanding the product offerings and further delighting customers.

Conclusion: A Future Full of Promise

Kathryn O’Connor’s leadership has guided La Colombe through a decade of remarkable growth and transformation. As the brand enters a new era under Chobani’s ownership, O’Connor’s vision and strategic direction will undoubtedly pave the way for continued success and innovation. With a focus on preserving heritage while embracing change, La Colombe is poised to captivate coffee enthusiasts for years to come.