KFC U.S. Builds Plano-Based Leadership Team With Wingstop, Yum, Levi’s, and Taco Bell Vets

Plano-based KFC U.S. has named former Wingstop executive Melissa Cash as its new chief marketing officer, effective today. She will report to Catherine Tan-Gillespie, who briefly held the CMO role before being named president of KFC U.S. in April.

The move comes as the brand assembles a new leadership team in North Texas to drive growth and cultural relevance.

In an announcement, Tan-Gillespie called Cash “an authentic storyteller, motivating changemaker, builder of high-performing teams and champion of creativity,” adding: “She’s 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.”

As CMO, Cash will lead brand strategy, food innovation, integrated marketing, media and communications, consumer insights and analytics, and e-commerce marketing.

Cash most recently served as SVP and chief brand officer at Wingstop, and brings more than 20 years of experience across quick-service restaurants, including Wingstop and Wendy’s; consumer packaged goods; and financial services. Recognized by Ad Age as one of the Top 50 Women in Advertising, she’s known for work spanning digital customer experience, product innovation, performance marketing, and partnerships.

“KFC is one of the world’s most iconic brands, and I’m energized by the opportunity to unlock its next chapter of relevance and growth in the U.S.,” Cash said in a statement. “Together with our talented teams and franchisees, we’ll build bold, distinctive marketing that captures cultural attention and reinforces KFC’s rightful place as America’s fried chicken brand of choice.”

Growth through tech

Cash’s appointment is one of several executive moves KFC has made as part of what it calls its Kentucky Fried Comeback Plan.

Francis “Rico” Arrastia joined as chief digital & technology officer, effective Sept. 9, reporting to Judd Knight, KFC Global CDTO, with a dotted line to Tan-Gillespie. In his role, Arrastia will lead KFC U.S.’s digital and technology strategy—modernizing discovery, ordering, and engagement, while advancing personalization and performance analytics.

“I’m honored to join KFC at such a pivotal moment,” Arrastia said in a statement. “I look forward to leading the digital and technology team to deliver seamless, personalized experiences that make it easier than ever for customers to discover, order, and enjoy KFC, fueling both customer loyalty and growth in the U.S.”

Arrastia brings more than 27 years of experience, with prior leadership roles at Levi Strauss & Co. and Walmart Global eCommerce, where he launched personalization and logistics platforms and scaled mobile and product teams.

Putting ‘KFC back in the cultural spotlight’

KFC has added other key leaders to its Plano-based executive team this year:

Tiffany Furman joined the KFC U.S. team as chief growth officer in July, a new leadership team role that unites finance and development under a shared growth agenda. Furman has been with Yum! Brands for more than 17 years. Before coming to KFC U.S., she was chief financial officer at Habit Burger & Grill and held finance and development leadership roles at Taco Bell.

Sarah Crow joined the KFC U.S. team as chief legal officer in March. She has been with Yum! Brands for six years, previously leading the global franchising office and other franchising and development leadership roles at Pizza Hut U.S. and Taco Bell U.S. Before Yum!, Crow spent nearly nine years as an attorney in private practice, where she advised clients on complex business transactions and financial restructuring.

Other KFC U.S. leadership team members include Heather Becker (McCoy), chief people & culture officer, and Thuthuka Nxumalo, chief operations officer.

“We’ve assembled a powerhouse leadership team with the talent and firepower to usher KFC into its next chapter,” Tan-Gillespie said. “Together, we’re set to put KFC back in the cultural spotlight, sharpen our competitive edge and ignite a major U.S. comeback.”

KFC Corp., a subsidiary of Louisville-based Yum! Brands Inc. (NYSE: YUM), operates more than 30,000 restaurants in 150 countries and territories. In the U.S., its offerings include bone-in chicken, nuggets, and tenders.