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

Fribence will take up the role from acting CMO John Harries in November, who will be moving into another role. At Westpac Group, 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 and 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.” He believed that Fribence will help strengthening company’s connection and engagement with customers, stakeholders, and communities across Australia. He also said that Fribence will be a great advocate for both the brand and customers.

Regarding her new job, Fribence commented, “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.” She added, “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.”

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