McDonald’s Australia has announced a senior marketing shake-up, with Chris Brown set to depart his role as chief marketing officer after four and a half years with the business. Brown will leave the Golden Arches in May to pursue new opportunities.
Stepping into the role is Annabel Fribence, who returns to McDonald’s Australia to lead the brand’s marketing function.
“It’s been one hell of a ride,” said Brown. “We’ve achieved significant success and launched new platforms and capabilities. The plan is strong, the future is bright, and it’s the right time for me to move on to the next challenge.”
Brown’s tenure was marked by significant brand growth, creative accolades, and cultural impact. Under his leadership, McDonald’s achieved its highest-ever brand equity scores and delivered standout campaigns including the Cannes Lions-winning Big Mac: The Original Mouthful, The Kid Laroi’s “Famous Order,” and high-profile collaborations with AFL, Peter Alexander, and Netflix’s Squid Game.
Annabel Fribence.
He also played a pivotal role in launching the MyMacca’s Rewards program, now one of Australia’s most-used loyalty platforms, and oversaw the re-launch of McCafé and the return of the Loose Change Menu, reinforcing McDonald’s value positioning in market.
McDonald’s Australia CEO and MD Joe Chiczewski said, “Chris has had a significant influence on our brand, and while I’m disappointed I won’t have the chance to continue partnering with him, I’m incredibly grateful for the legacy he leaves behind.”
Fribence, who previously worked at McDonald’s between 2009 and 2011 managing the Family and Happy Meal portfolio, returns with a strong track record in brand building and customer strategy. She spent nine years at KFC across Australia and Asia, where she led value-led growth strategies and oversaw the launch of the “Shut Up and Take My Money” campaign.
Most recently, Fribence served as CMO at Westpac Group, where she was responsible for brands including Westpac, St George, Bank of Melbourne, and BankSA. There, she integrated Westpac into Australian culture through major sporting partnerships and sharpened the brand’s performance through a focus on data, analytics, and team delivery.
“Annabel’s creative capability and customer-first mindset will serve us well,” said Chiczewski. “I’m excited to welcome her back to the McDonald’s family.”