Westpac recruits new brand and marketing chief

Former KFC Asia CMO to oversee full portfolio of Westpac brands

Westpac Group has confirmed its new chief brand and marketing officer across both retail and business marketing.  

Annabel Fribence takes up the reins as chief brand and marketing officer from November, reporting to chief executive of consumer and business banking, Chris de Bruin. The role encompasses brand, creative and marketing direction across the full portfolio of brands including Westpac, BT, St George, Bank of Melbourne, BankSA and RAMS.  

Fribence takes over the brand and marketing mantle left by Martine Jager, who departed from Westpac earlier this year after a decade to become Bank of Queensland’s group executive of retail. During her time with Westpac, Jager was recognised twice in the top 10 of CMO’s CMO50 recognising Australia’s most innovative and effective marketing leaders (2018 and 2020).    

Digital was split out of Jager’s role and is now overseen by Jason Hair, who joined Westpac several months ago from Woolworths as chief digital officer.

De Bruin, who joined Westpac at the beginning of the year, highlighted Fribence’s creative and commercially minded approach, as well as her significant experience working for major brands in Australia and Asia.  

Fribence joins from KFC Singapore, where she has been CMO for Asia Central for the over three years. Prior to this, she held marketing management roles for KFC Australia. Her resume also spans brand and marketing management positions with Foster’s Group, McDonalds and Pernod Ricard.  

“Annabel will have a critical part in helping us to strengthen connection and engagement with our customers, stakeholders, and communities across Australia,” de Bruin stated. “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.”  

Fribence noted Westpac’s long and rich brand history in Australia, and said she was looking forward to returning home to help shape the future direction of the group’s brands.  

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

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page 

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in