Hesham Tahssin, Americana Group

Deputy Chief Marketing Officer - Middle East & North Africa, KFC (Americana Restaurants)

Hesham Tahssin has proven that he can create innovative marketing programs and deliver extraordinary brand growth. He has now spent a decade with Americana Group where he started by managing the marketing in Saudi Arabia portfolio of restaurants brands which include KFC, Hardee’s, TGI Friday’s, Chicken Tikka and Krispy Kreme. He started with the company in 2005 as Marketing Director for Saudi Arabia. He was then appointed as Regional Marketing Director KFC Arabia. 

Hesham has worked on marketing campaigns and initiatives that led to KFC Arabia receiving numerous awards and growing sales over the years. He was promoted to Deputy CMO for KFC in 2013. A strong believer in the power of social media, Hesham worked on campaigns that resulted in KFC Arabia’s Facebook page being the biggest in the industry. Furthermore, his conviction in growth with consumer relevance was the driver behind working on high-impact television shows that include the region’s most popular reality talent programs-- The Voice, Arab’s Got Talent and Arab Idol-- recognizing that their reach maximizes brand exposure.  

With football being a major source of inspiration for youth in the Middle East, Hesham has worked on the KFC Arabia sponsorship deals including tie-ins with the greatest football team in the world, FC Barcelona, and the two greatest football players, Lionel Messi and Cristiano Ronaldo.

Hesham is also a judge for regional and Global awards and a speaker at major media and digital conferences.