Place the coffee, salt, brown sugar, paprika, pepper, garlic and onion powders, cumin, coriander, and cocoa in a small bowl and stir to mix. Drizzle the oil over the meat and rub it on well. Sprinkle this rub all over the roast, patting it onto the meat with your fingertips. Let the roast marinate in the refrigerator, covered, for at least 4 hours or as long as overnight.

Cook roast until instant read thermometer says 135 – 140 degrees, let rest 5 minutes before carving.