QSR snags CPG exec as CMO

Steve’s breakdown: KFC is the restaurant and P&G is where their new CMO came from. I just don’t know about the “Everyone Can Play the Colonel” campaign. Does it still have legs? Will a CPG exec kill off the whole gang? I’d keep an eye on these folks.

LOUISVILLE, KY: Procter & Gamble Co. executive Andrea Zahumensky has been hired as chief marketing officer of U.S. operations for the chicken restaurant chain KFC Corp.

Zahumensky, who has worked or P&G for 20 years, has been brand director for North America Baby Care for the Cincinnati-based maker of consumer goods such as Pampers diapers (NYSE: PG) since August of last year. She also has been associate brand director for Global Pampers since 2013.

She will join KFC U.S. on Dec. 4. The Louisville-based parent company of what was previously known as Kentucky Fried Chicken is a Fortune 500 firm (NYSE: YUM) that also operates Taco Bell, Pizza Hut and WingStreet restaurants worldwide.

Zahumensky will lead KFC’s U.S. marketing, advertising, media and consumer insights as well as the brand’s digital initiatives. She also will be responsible for developing and executing innovative marketing strategies to continue to build upon KFC’s brand turnaround in the United States.

At P&G, Zahumensky is credited with leading a transformation of the way Pampers connects with millennial moms in the changing media landscape, resulting in expanded market share.

Previously, as associate marketing director for Oral Care geographic expansion from 2011 to 2013, she was a key leader in that P&G division during the Oral-B acquisition. She is credited with spearheading a turnaround on the Crest toothpaste brand that boosted market share and leading an expansion into more than 30 countries. Zahumensky was Crest brand manager from 2007 to 2011, and she was instrumental in creating the Crest 3D White and Pro-Health portfolios.

Zahumensky joined P&G as an IT systems manager in 1998, a position she held for four years until becoming a business analyst in 2003. She was an assistant brand manager from 2004-06.

“It was a tremendous honor to be part of the P&G team for the last two decades, but this is an exciting time in KFC’s journey,” Zahumensky said. “I connect deeply with the origin story of KFC and have been an interested follower of the brand turnaround for the past three years. I couldn’t pass up the incredible opportunity to join the brand.”

At KFC, Zahumensky will fill the top marketing role previously held by former P&G executive Kevin Hochman, who in March was named president and chief concept officer of KFC U.S. Hochman, who spent nearly 20 years with P&G, is now responsible for driving overall brand strategy and performance of KFC in the United States.

“Andrea is a highly regarded marketing professional with a 20-year track record of success building multibillion-dollar brands globally,” Hochman said today. “With her transformative approach to marketing and ability to build and inspire teams, I’m confident she is the right leader to continue to drive KFC’s marketing efforts to the next level.”

Zahumensky graduated from the University of Cincinnati in 2000, earning a bachelor’s degree in industrial engineering.


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