By Rebecca Stewart

Copyright adweek

KFC U.S. has appointed Melissa Cash as its chief marketing officer.

Cash joins from rival fried chicken chain Wingstop, where she has been for three years, most recently as senior vp and chief brand officer.

The marketer will report to KFC U.S. president Catherine Tan-Gillespie, who until April 2025 held the CMO title herself.

KFC’s ‘Comeback Era’

In her new position, Cash will oversee brand strategy, calendar, food innovation, integrated marketing, media and communications, consumer insights and analytics, and ecommerce marketing for the Yum! Brands business.

“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.

KFC declared its Comeback Era in July with a campaign focused on value and fronted by a serious-looking Colonel Sanders.

The brand reported a 5% drop in U.S. same-store sales for the three months to August.

Cash’s hiring dovetails with other leadership appointments at KFC, including Tiffany Furman being named chief growth officer.