KFC U.S. has named Melissa Cash its new Chief Marketing Officer, effective September 16, according to a company announcement. She steps into the role previously held by Catherine Tan-Gillespie, who was promoted to president of the chain in April. Cash will report directly to Tan-Gillespie.
In her new position, Cash will oversee brand strategy, food innovation, integrated marketing, media and communications, consumer insights, analytics, and e-commerce marketing. With a background in brand development, digital customer experience, and performance marketing, she is expected to play a pivotal role in strengthening KFC’s market position.
“Melissa’s reputation as an authentic storyteller, changemaker, and builder of high performing teams makes her the ideal person to lead our marketing function a critical part of our comeback plan to drive growth in a competitive market,” Tan-Gillespie said.
Cash brings more than three years of leadership experience from Wingstop, where she served first as vice president of global brand marketing before becoming senior vice president and chief brand officer. She has also worked with Wendy’s and Chase, experience that KFC believes will help boost relevance and growth at what it calls “one of the world’s most iconic brands.”
ALSO READ: ISRAEL OBATUNDE TO SPEAK AT AFRICAN BEAUTY SUMMIT & AWARDS IN UK
In addition to Cash’s appointment, KFC has hired Francis “Rico” Arrastia as chief digital and technology officer. Arrastia will focus on modernizing customer discovery, ordering, and engagement while advancing personalization and performance analytics.
The leadership changes come as KFC launches what it has called its “comeback era.” In July, the brand rolled out a new campaign featuring Colonel Sanders with a more serious tone at the center of its messaging.
The push follows a 5% drop in same store sales in Q2 2025 and challenges cited by Yum Brands CEO David Gibbs, including gaps in value perception, inconsistent customer experiences, and underwhelming innovation.
KFC’s refreshed marketing team and brand strategy arrive as many major quick service restaurant (QSR) chains face sluggish growth and intensifying competition.
By
