A fresh chapter begins at McDonald’s Australia as Annabel Fribence steps into the role of Chief Marketing Officer, taking over from Chris Brown, who bids adieu after an impactful four-and-a-half-year journey. Brown is set to exit the golden arches in May, leaving behind a legacy that fused creativity, strategy, and culture into campaigns that struck a national chord.
During his tenure in McDonald, Brown led the launch of iconic initiatives including the MyMacca’s Rewards program, the local debut of McCrispy, and the viral Grimace Shake. He also helped rejuvenate the McCafé experience for Australian consumers. His marketing leadership delivered award-winning work, earning accolades at Cannes Lions and Effie Awards, with memorable partnerships such as The Kid LAROI’s ‘Famous Order’, Squid Game collaborations, AFL tie-ins, and a quirky campaign with Peter Alexander.
Reflecting on Brown’s contribution, McDonald’s Australia CEO Joe Chiczewski expressed deep appreciation, stating, “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.”
Fribence brings a rich lineage of experience back to McDonald’s. Her return is not unfamiliar—she previously worked at McDonald’s Australia from 2009 to 2011, managing the Family and Happy Meal portfolios. Since then, she’s carved a distinguished career, including a nine-year stretch with KFC across Australia and Asia, where she led successful campaigns like “Shut up and Take My Money” and consistently drove growth in sales and guest traffic.
More recently, she held the CMO post at Westpac Group, overseeing brands such as Westpac, St George, Bank of Melbourne, and Bank SA. There, she played a key role in embedding the bank into Australian culture through high-profile sporting collaborations, including with the NRL, NRLW, and state teams like the Blues and Maroons.
As Fribence returns to McDonald’s, she is poised to steer the brand with a blend of nostalgia, fresh energy, and cultural relevance, as Australia’s QSR scene continues to evolve.
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