KFC names first global chief brand officer amid identity overhaul

The chain created the post as it refreshes iconic assets, including Colonel Sanders, and recenters its menu on offerings like boneless chicken.

KFC has appointed Amy Ellis Durini to the newly created role of global chief brand officer, effective Nov. 1, according to a press release. Durini will have a remit encompassing brand strategy, loyalty, retail, new concept development and innovation, and report directly to KFC Global CEO Scott Mezvinsky. She will also collaborate closely with CMOs at KFCs in different markets to help modernize the fried chicken chain’s positioning and experiences.

The move follows parent Yum Brands unveiling a new global brand identity for KFC in June that has required a “coordinated global effort” to roll out, executives have said. As part of the changes, KFC is redesigning stores and revamping its menu to feature more boneless chicken, beverages and dipping sauces, building on learnings from its Saucy store concept.

KFC’s international division has generally been a stronger driver of demand than its U.S. arm, which has been trying to kickstart a comeback as rivals like Raising Cane’s gain consumer favor.

A Yum Bands veteran, Durini has served as chief marketing and strategy officer for Taco Bell’s international unit since 2021. Her work at Taco Bell included developing programs like Encore Hours, Crossbar Bong, Live Mas Club and expanding Taco Con. Prior to Taco Bell, Durini held a number of manager and director-level positions for KFC’s international business for over eight years.

Establishing global chief brand and marketing officer posts is one way marketers attempt to bring greater consistency to what are often sprawling, fragmented operations. Valerie Kubizniak has acted as KFC’s global CMO since 2022 and has been helping steer the overhaul, including by refreshing assets like the chain’s Colonel mascot and its recognizable chicken bucket.

Yum Brands is in the midst of a larger shakeup. Along with refreshing KFC, the fast-food giant just finished selling Pizza Hut, which has long been a drag on results.