Annabel Fribence Appointed Chief Brand and Marketing Officer at Westpac

Annabel Fribence has made the jump from KFC Asia, where she has served as CMO, to Westpac, to take up the role of chief brand and marketing officer.

She will be part of the leadership team at Westpac and will report to Chris de Bruin, chief executive consumer and business banking.

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


“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. 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.”

The role services the broader Westpac Group, including retail and business marketing.

“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,” added Fribence.

“I’m looking forward to what we can achieve as a team for our customers, brands and business.”



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