• by Tanya Gazdik , 5 hours ago

KFC has selected Amy Ellis Durini as its first global chief brand officer.

Durini will start Nov. 1 and reports to Scott Mezvinsky, KFC global chief executive officer.

In the newly created role, Durini will lead KFC’s global brand strategy, overseeing brand, loyalty and retail, as well as new concept development and innovation. The aim is to create relevant and distinctive ways for KFC to engage with today's consumers, according to the company.

Durini will also partner closely with KFC's CMOs across markets, working to continue modernizing the KFC experience around the world.

“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,” according to Marketing Dive. “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.”

Durini joins KFC from Taco Bell International, where she most recently served as chief marketing and strategy officer.

“Prior to joining Taco Bell, she served as global director of marketing at Yum Brands’ sibling chain KFC,” according to Nation’s Restaurant News. “She also held marketing, innovation, and insights positions at KFC Latin America & Caribbean. … Her new role brings her back to KFC and reunites her with Mezvinsky, who was president of Taco Bell North America and International prior to his KFC CEO appointment.”

Durini began her career as manager of marketing analysis at Panera, according to her LinkedIn profile. She also held roles at Kraft Foods, Staples and Burger King.