Annabel Fribence Takes the Helm as McDonald’s New CMO After Chris Brown's Departure

McDonald’s Australia has announced that after four and a half years with the Golden Arches, Chris Brown will step aside from his role to explore new opportunities, leaving the business in May.

With Brown’s departure, Annabel Fribence will rejoin McDonald’s Australia as CMO.

Brown has been a longstanding member of B&T’s CMO Power List. Fribence previously served as CMO of Westpac, which awarded its creative account to BMF following an extensive pitch process. She also held the CMO position at KFC. Reports indicate that Friebence’s departure from Westpac followed a strategic overhaul under the new CEO Anthony Miller.

During Brown’s tenure, McDonald’s has seen significant growth, achieving the brand’s highest ever equity scores. His culture-first mindset led to several notable initiatives, including the Australian Famous Order with The Kid Laroi, menu innovations like the Grimace Shake and the McCripsy, and award-winning campaigns for the Big Mac. His customer-centric approach was key in launching the MyMacca’s Rewards program, one of Australia’s most popular loyalty programs, and re-launching McCafé, which now sells one-in-four coffees across Australia. Additionally, he successfully drove the re-launch of the Loose Change Menu and the unbeatable 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,” said Brown.

McDonald’s Australia CEO Joe Chiczewski expressed gratitude for Brown’s impact, stating, “Chris has had a significant impact on our brand, 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 is excited to welcome Fribence back to McDonald’s, noting that her creative capability and customer-centric mindset will serve the company well. Fribence first worked at McDonald’s Australia from 2009 to 2011, overseeing the Family and Happy Meal portfolio. Her subsequent experiences at KFC and Westpac have equipped her to support McDonald’s long-term ambitions.

During her nine years at KFC across Australia and Asia, Fribence drove sales and guest count growth through a powerful core menu and value strategy, launching the infamous “Shut up and Take My Money” campaign. Most recently, as CMO at Westpac Group, she was responsible for several brands and integrated Westpac into culture through partnerships with the NRL, enabling the brand to connect with Australians in new ways. Fribence’s focus on data, analytics, and team performance made Westpac one of Australia’s most recognizable brands. Her passion lies in the fast-moving retail and consumer spaces, making her return to McDonald’s an exciting opportunity.