Staffing

KFC makes several leadership changes

Photo: KFC

September 16, 2025

KFC U.S. has named Melissa Cash as CMO beginning today. She will report to Catherine Tan-Gillespie, president of KFC U.S., formerly the CMO before her promotion in April, according to a press release.

Cash will serve as the driving force for the brand's modern marketing strategy, leading 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 the press release.

Cash joins KFC U.S. with more than 20 years of brand experience across QSR (Wingstop and Wendy's), CPG and financial services. She most recently served as SVP and chief brand officer at Wingstop, where she drove significant revenue growth and increased brand awareness.

"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 added in the press release. "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."

Francis "Rico" Arrastia joined the company Sept. 9 as chief digital & technology officer. He will lead the brand's digital and tech strategies.

"I'm honored to join KFC at such a pivotal moment," Arrastia said in the press release. "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 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, 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.

Tiffany Furman joined the KFC U.S. team as chief growth officer in July 2025, a new leadership role that unites finance and development under a shared growth agenda.

Furman has been with Yum Brands for over 17 years. 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.

Finally, Sarah Crow joined the KFC U.S. team as chief legal officer in March. Crow spent six years previously with Yum Brands leading the global franchise office and 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. Prior to joining Yum, Sarah spent nearly nine years as an attorney in private practice, where she advised clients on complex business transactions and financial restructuring.

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

KFC Corporation has more than 30,000 restaurants in 150 countries and territories.