KFC U.S. has named Melissa Cash as chief marketing officer for the Yum Brands chain effective Sept. 16, per a press release. She will report to Catherine Tan-Gillespie, who held the position before being promoted to president of the chain on April 1.
As CMO, Cash will lead brand strategy, food innovation, integrated marketing, media and communications, consumers insights and analytics as well as e-commerce marketing. The executive has experience in brand development, digital customer experience and performance marketing.
“Melissa's reputation as an authentic storyteller, motivating changemaker, builder of high-performing teams and champion of creativity makes her the ideal person to lead our marketing function — a critical driving force behind our comeback plan to drive distinction and growth in a competitive market,” Tan-Gillespie said in a statement.
Cash recently spent more than three years at KFC competitor Wingstop — which recently saw its first decline in sales since Q2 2022 — first as vice president of global brand marketing and then as senior vice president and chief brand officer. Cash will bring that experience, along with lessons learned during stints at Wendy’s and Chase, to help drive relevance and growth at “one of the world’s most iconic brands,” the executive said in the release.
Along with the appointment of Cash as CMO, KFC has enlisted Francis “Rico” Arrastia as chief digital and technology officer to help the chain modernize discovery, ordering and engagement while advancing personalization and performance analytics, per the release.
KFC in July kicked off its self-described “comeback era” with a new campaign that puts mascot Colonel Sanders back at the center of the brand’s marketing, albeit with a more serious demeanor. KFC U.S. saw a 5% drop in same-store sales in Q2 2025 and has suffered from “gaps in value perception, inconsistent consumer experience and innovation that has not fully resonated with consumers,” Yum Brands CEO David Gibbs said on an earnings call.
The new marketing leadership and renewed brand push arrive at a generally sluggish period for major QSR chains.
