Amy Ellis Durini is returning to KFC Global in a newly created leadership role as the brand continues its push to modernise its global identity, customer experience and restaurant offerin

KFC Global has appointed Amy Ellis Durini as its first Global Chief Brand Officer, with the appointment taking effect on 1 November 2026. In the newly created position, Durini will report directly to KFC Global CEO Scott Mezvinsky and take responsibility for shaping the brand’s strategy across markets.

Her appointment comes at an important moment for KFC as the global quick-service restaurant brand enters what it has described as its “next chapter”, with a major focus on menu innovation, refreshed branding and modernised restaurant experiences.

Amy Ellis Durini returns to KFC

Durini joins KFC from Taco Bell International, where she most recently served as Chief Marketing and Strategy Officer. She joined Taco Bell in 2021 as Vice President of Brand Strategy before becoming Chief Marketing Officer, International, in 2022 and later taking on the Chief Marketing and Strategy Officer role.

During her time at Taco Bell International, Durini worked with markets around the world to shape the brand across marketing, digital, value and the broader consumer experience. She also played a role in major campaigns and cultural initiatives, including Encore Hours, Live Más Club and the expansion of Taco Con.

Her return to KFC brings her back to a business where she already has significant experience. Before joining Taco Bell, Durini spent eight years working across KFC Global and KFC Latin America & Caribbean, including serving as Global Director of Marketing.

What will Amy Ellis Durini oversee at KFC?

As Global Chief Brand Officer, Durini will lead KFC’s global brand strategy while overseeing several areas central to the company’s future growth.

Her responsibilities will include:

• Global brand strategy
• Brand loyalty
• Retail and restaurant experience
• New concept development
• Innovation
• Collaboration with KFC marketing leaders across international markets

KFC says Durini will work closely with its Chief Marketing Officer community across markets to continue modernising how the brand looks, feels and connects with consumers around the world.

The creation of the role signals the growing importance of having a unified global brand strategy while allowing KFC’s individual markets to connect with consumers in locally relevant ways.

KFC enters its next chapter

Durini’s appointment comes just months after KFC announced a major global transformation focused on menu innovation, modern restaurant design and refreshed branding.

Announced in June 2026, KFC’s “next chapter” is designed to create a more modern and flavour-focused experience for consumers. The transformation includes changes to the menu, restaurant environments, packaging, digital platforms and the brand’s visual identity.

Among the changes is a greater focus on boneless chicken, sauces and new ways for customers to experience the KFC menu. The company is also evolving distinctive brand assets, including its iconic bucket and the visual representation of Colonel Sanders, while maintaining the heritage that has made KFC one of the world’s most recognisable restaurant brands.

The scale of the transformation is significant. KFC operates more than 34,000 restaurants across more than 150 countries, making consistency and relevance across markets an important part of its global strategy.

A strategic return at an important time

Durini’s return is particularly notable because she will be rejoining KFC under Mezvinsky, with whom she has a professional connection from their time within the Yum! Brands restaurant portfolio.

Her experience spans brand strategy, marketing, innovation and consumer insights, giving her a background that aligns closely with KFC’s current priorities.

For KFC, the appointment is therefore about more than filling a new executive position. It places an experienced brand leader at the centre of a transformation intended to make the company more relevant to today’s consumers while protecting the distinctive identity that has been built over decades.

The challenge will be balancing innovation with familiarity: introducing new products, restaurant formats and brand expressions while ensuring that KFC remains recognisable to customers across the world.

What this means for KFC’s brand future

KFC is operating in an increasingly competitive quick-service restaurant market, particularly as chicken-focused brands compete for consumers through menu innovation, digital experiences and distinctive brand identities.

The company’s latest transformation suggests that KFC is looking beyond simply refreshing its visual identity. It is attempting to rethink how customers experience the brand across food, restaurants, packaging, digital channels and marketing.

Durini’s new role brings those areas together under a single global brand strategy.

Her appointment will therefore be closely watched as KFC continues rolling out its next chapter across international markets. With a combination of previous KFC experience and a more recent track record at Taco Bell International, Durini brings an understanding of both the KFC brand and the evolving expectations of today’s global consumers.

As she prepares to take up the role on 1 November 2026,KFC’s approach to strengthening its brand also extends to market-specific campaigns. Earlier this year, the brand’s South African business launched its Streetwise “Originals Start Strong” campaign, demonstrating how KFC continues to develop locally relevant initiatives alongside its broader global brand strategy. Read more about KFC’s Streetwise “Originals Start Strong” campaign on Pat on Brands.

For the original report on the appointment, read Nation’s Restaurant News’ coverage of Amy Ellis Durini’s return to KFC Global as chief brand officer.