Greg Creed

Greg Creed | 2015 AACSB Influential Leader

Greg  Creed

CEO, Yum! Brands, Inc.

Honoree Year: 2015

Alma Mater:

Queensland University of Technology

Business School


Area of Impact:

Consumer Goods or Services

Greg Creed has more than 30 years’ experience in marketing and operations with leading packaged goods and restaurant brands. Early in his career, Creed held key senior management positions in sales and marketing at Unilever, eventually becoming category director of Lever Bros. In this role he led the Dove brand globally, expanding it outside of North America into 19 countries and establishing a new manufacturing facility in Germany. During this time, he won the Chairman’s Award for best product launch for his launch of the brand Lever 2000.

In July 1994, Creed joined PepsiCo as director of marketing for KFC Australia/New Zealand. YUM! Restaurants International was founded in 1997, resulting in Pizza Hut, and eventually Taco Bell, being added to his brand portfolio. As chief marketing officer, Creed delivered seven straight years of dramatic sales and profit growth and brought many innovative ideas that were adopted across the brands both in America and overseas, for which he received the Chairman’s Award for strategic brand innovation.

From 2001 to 2005, in his role as chief marketing officer for Taco Bell, Creed developed the “Bold Choice” brand strategy and spearheaded the "Think Outside the Bun" campaign, which introduced new products that generated strong sales and profit growth for five consecutive years. In his year as chief operating officer for Yum!, Creed created a people-focused leadership approach for global operations, “Smart with Heart,” and led the strategic development for Taco Bell International.

In early 2011 Creed was appointed CEO of Taco Bell and was responsible for driving overall brand strategy and performance of the business worldwide, which accounts for 70 percent of total Yum! U.S. profitability in America. Creed’s leadership and innovative approach to marketing have resulted in a track record of achievements at Yum! Brands, a Fortune 300 company. On January 1, 2015, Creed became chief executive officer of Yum! Brands.

Creed is involved in numerous charitable causes that contribute to the betterment of society worldwide. Creed personally donates his time as a member of the board of directors of Fight2Win, whose mission is to find a cure for Hodgkin's disease through raising money and awareness. Creed also served as chair on the board of directors for the Taco Bell Foundation for Teens from 2007 to 2013, and as current past chair continues to actively involve himself in its initiatives. Established in 1992, the foundation enables and inspires teens to graduate high school and reach their full potential through its programs, partnerships, and direct financial assistance. The foundation has provided educational and job training, supporting more than 2 million teenagers in communities across America. Creed also led the Taco Bell effort as a part of World Hunger Relief, the Yum! global effort to reduce world hunger. Since 2007, Taco Bell raised over 20 million USD as part of Yum!’s effort, which has raised globally 185 million USD and provided over 740 million meals in over 45 countries.