Combine the coffee, brown sugar, 1 1/2 teaspoons salt, 1 teaspoon black pepper, garlic powder, crushed red pepper, cumin and paprika in a small bowl and mix well. Drizzle the pork tenderloin with 2 tablespoons olive oil and evenly sprinkle the rub all over, patting to adhere. Let marinate at room temperature for 30 mins.