Westpac Group appoints Annabel Fribence to the role of chief brand and marketing officer

Westpac Group has today announced it has appointed Annabel Fribence to the role of chief brand and marketing officer. Fribence was previously chief marketing officer of KFC Asia.

Fribence will report to Chris de Bruin, chief executive consumer and business banking and be part of his leadership team. The role services the broader Westpac Group, including retail and business marketing.

Says de Bruin: “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.

“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.”

Says Fribence: “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.

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