Novi Health nabs ex-Flash Coffee CMO as head of growth

Novi Health has named Tempest Jody Larrichia as head of growth, overseeing the brand’s growth, marketing, and partnerships. The appointment comes as the health longevity and preventative care provider looks to cement its position as a leading destination in the space.

Larrichia, who was formerly Flash Coffee's chief marketing officer, said his objective is to continue building on the foundation set by founders Dr Sue-Anne Toh, Dr Kyle Tan & Dr Joanne Tay and the team in Singapore.

His immediate focus will be a complete brand alignment — from social, advertising, community, and partnerships, to copy, website, and even the look and feel of Novi’s clinics. This will extend into client-facing experiences, ensuring communications, customer service, and packaging are unified, Larrichia told MARKETING-INTERACTIVE.

Don't miss: Flash Coffee CMO exits for pivot into health tech

“The biggest shift you’ll see in the marketing approach is the evolution of our clinical care with a community focus. While more players enter the space, we’ll continue to showcase what’s unique about Novi Health through building a real sense of community and delivering real results,” said Larrichia.

Larrichia's career has spanned high-profile brand and marketing leadership roles including director of strategy, brand and creative at Ted Baker, global director of brand and visual experience at Puma Group, and international head of visual and head of creative at Arcadia Group. Novi Health marks his pivot into health tech.

"This is a brand with deep evidence-based, person-centred care at its heart. It reminds me of my consultancy work with Lloyds Banking Group & Caroline Castigliano — brands where purpose, mission, and heart mattered more than promotions or trending social cycles. As a marketer, that’s such a rewarding challenge," he said.

"The second is the chance to really tell our story: who we are, what we do differently, and ultimately, why Novi," Larrichia added.

Looking ahead, Larrichia teased upcoming initiatives with the likes of Vogue, Rekoop and Avenue in September. Claiming that it would be "a game-changer for us from a community perspective", the initiative will be the beginning of Novi's test-and-learn approach to building a world where community care is woven into every fiber of the DNA.

In addition, the health longevity and preventative care provider will be unveiling a campaign in Q3 that will fully flesh out its client- and patient-focused storytelling.

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