KFC has named Catherine Tan-Gillespie as the new Chief Marketing Officer (CMO) and Chief Development Officer for its U.S. operations. The announcement, effective immediately, comes as part of the fast food chain’s ongoing efforts to revitalize its brand. Tan-Gillespie takes over from Nick Chavez, who has served as KFC’s CMO since 2021 after transitioning from a marketing role at Nintendo.
Tan-Gillespie, who has been with KFC for nine years, previously held the position of President and General Manager of the chain’s Canada division. In her new role, she will report directly to Tarun Lal, KFC’s U.S. President.
Her responsibilities will include overseeing KFC’s integrated marketing strategies, advertising campaigns, public relations, media planning, consumer insights, and digital initiatives. Additionally, she will lead efforts in food and product innovation, new restaurant development, and the redesign of older store locations.
“Tan-Gillespie is a seasoned leader with a proven record of building brands and delivering marketing initiatives that drive measurable results,” said Lal in a press release. “By combining the marketing and development roles, we are emphasizing the importance of the customer experience in our restaurants, which is crucial to our overall brand perception. This move reinforces our commitment to getting both marketing and development right.”
This leadership change occurs as KFC faces challenges in its U.S. market. The brand has experienced a decline in same-store sales, with a 5% year-over-year drop in the second quarter of this year. Economic pressures have led consumers to cut back on fast food spending, while competition in the fried chicken category, once dominated by KFC, has intensified.
Nick Chavez, Tan-Gillespie’s predecessor, brought a unique perspective to KFC, having previously worked in the video game industry. His tenure saw KFC pivot towards engaging specific consumer groups, including gamers, and move away from its previous marketing strategy, which heavily featured Colonel Sanders in quirky TV ads played by various celebrities. Notably, in 2021, KFC launched a video game console that also functioned as a chicken warmer, reflecting this shift in focus.
KFC’s creative direction in the U.S. has been managed by the agency MullenLowe since 2022, with Spark Foundry handling media responsibilities. Recent marketing efforts include a touring food truck promoting a new saucy nuggets lineup and a pop-up restaurant featuring the “Chizza,” a hybrid of fried chicken and pizza.
As KFC continues its turnaround efforts, the appointment of Tan-Gillespie signals a renewed focus on integrating marketing and development to enhance the overall customer experience and strengthen the brand’s position in a competitive market.