Westpac Group appoints KFC marketer as CMO

Westpac Group has appointed KFC Asia CMO Annabel Fribence as its new chief brand and marketing officer.

Fribence joins Westpac from the fast food brand, taking up the role in November from acting CMO John Harries, who will be moving into another role. Harries took over from Martine Jager following her departure for Bank of Queensland in May. 



As CMO, Fribence will be responsible for the brand, creative and marketing for Westpac Group’s portfolio of brands, which includes Westpac, BT, St.George, Bank of Melbourne, BankSA, and RAMS.

Westpac chief executive consumer & business banking, Chris de Bruin, said: “We’re delighted to have appointed Annabel Fribence to the role of chief brand & marketing officer for Westpac Group. Annabel is both creative and commercially minded, with significant experience working for major brands in Australia and Asia.

“Annabel 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.”

On her appointment, Fribence added: “The Westpac brand has a long and rich history in Australia, and I’m thrilled to be returning home to be part of shaping the future of the brand and marketing direction for the Group.”

“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.”


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