KFC names new marketing, digital & tech chiefs
KFC U.S. has added new talent to its C-suite.
Melissa Cash has been named chief marketing officer at the fried chicken giant, and will report to Catherine Tan-Gillespie, president of KFC U.S., who previously held the marketing chief position before her promotion in April 2025.
Cash joins KFC after a three and a half year tenure at Wingstop, where she spent time serving as the chain’s chief brand officer, and VP of global marketing before that. Previously, Cash spent eight years at Wendy’s in a variety of roles, including director of brand and advertising for more than three and a half years.
"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,” said Tan-Gillespie.
[READ MORE: Yum Brands shakes up C-suite with new consumer, digital, financial chiefs]
In her new role, Cash will be the “driving force” for KFC’s modern marketing strategy, leading brand strategy, calendar, food innovation, integrated marketing, media and communications, consumer insights and analytics and e-commerce marketing.
"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.," said Cash. "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.”
KFC also announced the recent hiring of Francis "Rico" Arrastia as chief digital & technology officer, effective Sept. 9. In his role, Arrastia will lead KFC U.S.'s digital and technology strategy, including modernizing discovery, ordering and engagement, while advancing personalization and performance analytics.
Arrastia joins KFC U.S. with more than 27 years of experience leading product, engineering and operations across brands including Levi Strauss & Co. and Walmart Global eCommerce. At Levi's, KFC says he scaled global product teams, expanded mobile platforms and drove measurable improvements in customer satisfaction. At Walmart, he launched personalization and logistics platforms that reshaped omnichannel retail.
"I'm honored to join KFC at such a pivotal moment," said Arrastia. "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."
A subsidiary of Yum Brands Inc., KFC operates more than 30,000 restaurants in 150 countries and territories worldwide.
