Westpac looks outside industry for new CMO

Westpac has appointed longtime KFC marketer Annabel Fribence as its new chief marketing and branding officer.

Fribence has spent the last three years in Singapore as the chief marketing officer for the restaurant chain's Asian operations. She previously was the acting CMO for Australia and has held strategy and brand roles with Pernod Richard, McDonalds, and Foster's Group.

Fribence will report to Westpac consumer and business banking CEO Chris de Bruin who said they were delighted to welcome her to the group. "Annabel is both creative and commercially minded, with significant experience working for major brands in Australia and Asia. In this role, she will be responsible for the brand, creative and marketing direction for the Group's portfolio of brands, including Westpac, BT, St.George, Bank of Melbourne, BankSA, and RAMS.

"Annabell will have a critical part in helping us to strengthen connection and engagement with our customers, stakeholders, and communities across Australia. I'm looking forward to having Annabel join us in November and I know she will be a great advocate for our people, brands, and customers."

Fribence said the brand's storied history and connection to Australia encouraged her to return home for this brand. "There's never been a more important time for brands to be there for customers as we navigate through the challenges of the COVID-19 pandemic. I'm looking forward to what we can achieve as a team for our customers, brands and business."