McDonald's Australia is parting ways with chief customer officer Chris Brown, with former Westpac and KFC chief marketing officer Annabel Fribence set to rejoin the fast food giant as chief marketing officer in his stead.

Brown was initially appointed as chief marketing officer in 2020 and later promoted to the CCO title in 2022. McDonald's marked his first client-side role after a decade-long agency career during which he held leadership roles across DDB and R/GA. He will finish up officially in May to "explore new opportunities", per McDonald's.

Brown's customer-centric approach was noted by the QSR giant as critical to the launch of the MyMacca's Rewards loyalty program, and the re-launch of McCafe, which now sells 1 in 4 coffees across Australia. He also drove forward the brand's value credentials, leading the re-launch of the Loose Change menu and McSmart Meal.

“I have thoroughly enjoyed my time at Macca’s and it’s been one hell of a ride! We’ve achieved significant success and launched new platforms and capabilities. The plan is strong, the future is bright, and it is now the right time for me to move on to the next challenge. I wish Joe and Annabel all the very best," said Brown.

McDonald’s Australia CEO and MD Joe Chiczewski said: “Chris has had a significant impact on our brand over the past four and a half years, and while I am disappointed I will not have the opportunity to continue to partner with him, I am incredibly grateful for the legacy that he leaves behind."

For Fribence, who stepped down as Westpac CMO several months ago after a three-year stint, the new role marks a return to the quick service restaurant after nearly 15 years. Prior to her nine year tenure at KFC, including three years as the brand's regional CMO, Fribence spent to years leading brand and strategy for McDonald's Family and Happy Meal portfolio.

“With Chris’s departure, I am excited to welcome Annabel Fribence back to the McDonald’s family. In getting to know Annabel, it was clear that her creative capability and her customer-centric and strategic mindset will serve us well,” said Chiczewski.

Over the last 15 years, Fribence has built her credentials through initiatives like KFC's 'Shut up and Take My Money' campaign, driving increased sales and transaction volumes. Her tenure at Westpac saw her integrate the brand into culture through partnerships with the NRL and other sports teams, enhancing brand recognition. Fribence's focus on data, analytics, and team performance contributed to Westpac's strong brand momentum.