KFC announced the creation of a global chief brand officer position and named Amy Ellis Durini to fill the role, effective Nov. 1, as part of a broader identity overhaul.
The move also coincides with a refresh of iconic assets such as the Colonel Sanders mascot, giving the longtime figure a contemporary look that aligns with the new visual language.
The appointment starts on November 1.
Creating the global chief brand officer role was intended to provide dedicated oversight for the extensive brand transformation.
New role and reporting line
Durini will oversee brand strategy, loyalty programs, retail concepts, new‑concept development and innovation, reporting directly to KFC Global CEO Scott Mezvinsky. She will also work with chief marketing officers in individual markets to align the chain’s positioning.
Rebrand rollout and menu shift
The fast‑food brand launched a refreshed visual identity on June 15, 2026, marking a coordinated global effort that includes redesigning stores across its worldwide locations and emphasizing boneless chicken, new beverages and dipping sauces. The changes build on insights from the recent Saucy store concept.
Alongside store redesigns, the iconic chicken bucket received updated graphics and color schemes that echo the refreshed branding.
In addition to the visual refresh, KFC is updating its menu to spotlight boneless offerings, a move meant to attract diners who favor convenience and variety.
This shift mirrors broader consumer demand for grab‑and‑go meals.
Market context and competition
International markets have historically driven stronger demand for the chain than the U.S., where sales have lagged behind rivals such as Raising Cane’s. The brand’s latest push aims to revitalize its U.S. presence while maintaining global momentum.
Durini’s appointment follows a trend among large marketers to create unified global brand leadership roles, seeking consistency across sprawling operations.
Given the scale of the rebrand, the new chief brand officer could help streamline decision‑making, though the ultimate effect on sales will depend on how quickly individual markets adopt the updated concepts. If the rollout stalls, the brand risks appearing fragmented despite the high‑profile leadership change.
Durini brings experience from Yum Brands, having served as chief marketing and strategy officer for Taco Bell’s international unit since 2021. Her tenure at Taco Bell included programs such as Encore Hours and Live Mas Club, and she previously held several managerial roles within KFC’s international business for over eight years.
Since 2022, Valerie Kubizniak has acted as KFC’s global CMO, guiding the overhaul that includes the refreshed Colonel mascot and the iconic chicken bucket. The brand refresh coincides with Yum Brands completing the sale of Pizza Hut, a move aimed at sharpening focus on its core concepts.