‘Maccas is part of the Aussie DNA’: Annabel Fribence returns as McDonald’s CMO

Annabel Fribence has been appointed chief marketing officer of McDonald’s Australia, rejoining the business after a decade-long stint heading up marketing for brands including KFC and Westpac. She replaces Chris Brown, who will depart in May after more than four years in the role.

In a personal post on LinkedIn, Fribence described her return to McDonald’s as “an incredible privilege”, adding Maccas was part of the Aussie DNA. 

“A road trip isn’t a road trip without a Maccas run. Growing up, the ultimate treat was a visit to McDonald’s Jolimont, Perth, and today my kids beg for a McFlurry after school. So, having the opportunity to help build this iconic brand and strengthen its place in the hearts of all Australians is an incredible privilege – and it’s fair to say my street cred at home has just skyrocketed.”

Fribence first worked at McDonald’s Australia between 2009 and 2011 on the Family and Happy Meal portfolio. She returns with deep QSR and retail brand experience, having helped drive growth and cultural impact at KFC with campaigns like “Shut up and Take My Money,” followed by a high-profile stint as CMO of Westpac Group.

“Now, it’s time to get the ketchup flowing, the fries frying, and the brand love flying.” she said in the post.

McDonald’s Australia CEO Joe Chiczewski said Brown’s strategic and creative influence leaves a solid legacy. 

SEE MORE: KFC Asia CMO to join Westpac

“Chris has had a significant impact on our brand over the past four and a half years, and while I am disappointed I will not have the opportunity to continue to partner with him, I am incredibly grateful for the legacy that he leaves behind,” Chiczewski said.

“With Chris’s departure, I am excited to welcome Annabel Fribence back to the McDonald’s family. In getting to know Annabel, it was clear that her creative capability and her customer-centric and strategic mindset will serve us well.”

Brown’s time with McDonald’s included the launch of the MyMacca’s Rewards program, Cannes-winning campaigns for the Big Mac, and partnerships with The Kid LAROI, the AFL, Squid Game, and Peter Alexander. 

McCafé was relaunched, new product lines introduced, and the brand’s value credentials refreshed through the Loose Change Menu and McSmart Meal.

“I have thoroughly enjoyed my time at Macca’s and it’s been one hell of a ride. We've achieved significant success and launched new platforms and capabilities. The plan is strong, the future is bright, and it is now the right time for me to move on to the next challenge. I wish Joe and Annabel all the very best.”

Fribence said she was proud of what the team at Westpac achieved but couldn’t pass up the chance to return to the McDonald’s brand.

“I love retail – the pace, the product, the customer experience, and the teamwork needed to deliver – so I’m beyond delighted to be rejoining the McFamily McDonald’s as Chief Marketing Officer, Australia.”