Amy Ellis Durini has been named chief brand officer of KFC Global, effective November 1. In this newly created role, she’ll report to Scott Mezvinsky, who was named CEO early last year. Durini will lead KFC’s global brand strategy, overseeing brand, loyalty, and retail, as well as new concept development and innovation.
She will also partner closely with KFC’s CMO community across markets, working closely with marketing leaders to execute the company’s goal of modernizing the brand. Durini joins KFC from Taco Bell International, where she most recently served as chief marketing and strategy officer.
Durini has experience working with KFC, having served as global director of marketing at Yum Brands’ sibling chain KFC prior to joining Taco Bell. She also held marketing, innovation, and insights positions at KFC Latin America & Caribbean.
According to her LinkedIn account, Durini began her career as manager of marketing analysis at Panera. She’s also held roles at Kraft Foods, Staples, and Burger King. 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.
KFC Next Chapter Initiative
KFC is focusing on more menu innovation, a refreshed brand identity, and modernized restaurants as part of a “next chapter” initiative announced in June. The updated experience will eventually roll out to KFC’s 34,000-plus restaurants in more than 150 countries.
Mezvinsky said in a statement, “In an increasingly crowded category, we have a clear opportunity to set the standard for modern chicken in QSR. This next chapter brings new energy and expression to what makes us iconic, while doubling down on our chicken and reimagining how fans experience KFC around the world.”
Durini helped bring to life some of Taco Bell International’s largest campaigns, including Encore Hours, Crossbar Bong, Live Mas Club, and the expansion of Taco Con. She joined Taco Bell in 2021 as vice president of brand strategy and was promoted in 2022 as CMO, International before taking on her CMSO role last September.
With her experience and background, Durini is well-positioned to lead KFC’s global brand strategy and help the company achieve its goals. As KFC moves forward with its “next chapter” initiative, Durini’s leadership will be essential in driving the company’s success.
Durini Leads Brand Strategy
Durini’s experience at Taco Bell will inform her approach at KFC, particularly in terms of menu innovation and brand identity. By leveraging her knowledge of the industry and her experience with successful campaigns, Durini can help KFC stay competitive in a crowded market.
They will focus on creating a unique experience for customers, and Durini’s expertise will be valuable in this effort. The company’s goal is to modernize the brand and make it more appealing to a new generation of customers.
Scott Mezvinsky and Durini will work together to achieve this goal, and their combined experience will be beneficial in driving the company’s success. KFC’s “next chapter” initiative is a significant step forward for the company, and Durini’s leadership will play a key role in its implementation.
The updated experience will include new menu items, refreshed restaurants, and a renewed focus on customer experience. KFC’s 34,000-plus restaurants in more than 150 countries will eventually feature these updates, providing customers with a modern and exciting experience.
Durini’s appointment as chief brand officer is a significant development for KFC, and her experience and background make her an ideal candidate for the role. As the company moves forward with its “next chapter” initiative, Durini’s leadership will be essential in driving success and achieving the company’s goals.