Annabel Fribence will rejoin McDonald's Australia as chief marketing officer.
She replaces Chris Brown who is stepping down to explore new opportunities. He will be leaving the business in May.
Brown said he's thoroughly enjoyed his time at Macca's.
“We've achieved significant success and launched new platforms and capabilities,” he said.
“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.”
McDonald's Australia CEO and MD Joe Chiczewski said Brown has had a significant impact on the brand.
“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,” he 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.”
Fribence first worked at McDonald's Australia between 2009 and 2011 and was responsible for the Family and Happy Meal portfolio.
Her experiences driving consumer value credentials, brand culture and creative campaigns at brands, including KFC and Westpac, will set her up well to support McDonald's long-term ambitions.
During her nine years at KFC across Australla and Asia, she consistently drove sales and guest count growth through a powerful core menu and value strategy.
She led the launch of the ‘Shut up and Take My Money’ campaign, driving brand love with key consumer groups and increasing sales and transaction volumes.
Most recently, she served as CMO at Westpac Group, where she was responsible for brands, including Westpac, St George, Bank of Melbourne and Bank SA.
During her tenure, Fribence integrated Westpac into culture, through partnerships with the NRL, NRLW, the Blues, and Maroons.
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