KFC USA has named Melissa Cash as chief marketing officer, among other C-suite changes the quick-service brand has made, the company said Monday.

Plano, Texas-based KFC USA said Cash joined Francis “Rico” Arrastia as chief digital and technology officer, Tiffany Furman as chief growth officer and Sarah Crow as chief legal officer.

Cash, whose appointment is effective Sept. 16, will report to Catherine Tan-Gillespie, president of KFC U.S., who previously held the CMO position before her promotion in April 2025.

In her role, Cash will oversee brand strategy, calendar, food innovation, integrated marketing, media and communications, consumer insights and analytics, and e-commerce 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 joins KFC U.S. with more than 20 years of brand experience across quick-service restaurants (Wingstop, Wendy’s), consumer product goods, and financial services. She most recently served as senior vice president and chief brand officer at Wingstop.

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“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. “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.”

Among other executive additions, Arrastia’s appointment was effective Sept. 9. He reports to Judd Knight, KFC global chief digital and technology officer, with a dotted line to Tan-Gillespie. In his role, Arrastia will lead KFC U.S.’s digital and technology strategy, including modernizing discovery, ordering and engagement.

“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 said.

Furman joined the KFC U.S. team as chief growth officer in July 2025.

Prior to joining KFC U.S., she served as chief financial officer at Habit Burger & Grill and held finance and development leadership roles at Taco Bell.

Crow joined the KFC U.S. team as chief legal officer in March 2025.

SOURCE: NRN News