As Chief Marketing Officer of McDonald’s Australia, Annabel leads our award-winning marketing team, with a passion for reigniting Australia’s love for Macca’s iconic brand.
Annabel first worked for McDonald’s between 2009 and 2011, leading brand strategy for fan-favourites including the Happy Meal. Since then, Annabel has gone on to drive consumer value credentials, brand culture and world-class creative campaigns at KFC and Westpac, before her love for Macca’s brought her back to the Golden Arches in April 2025.
A creative and energetic leader, Annabel is focused on delivering compelling campaigns and exciting brand experiences that surprise and delight Aussie customers, strengthening Macca’s place in the hearts of Aussie fans – old and new.
Annabel’s early achievements including the launch of McWings, which took Australia by storm and cemented Macca’s ambitions to grow its chicken portfolio. Her creative vision and cutting-edge approach will elevate McDonald’s leadership in fan-driven, culturally relevant marketing.
Annabel holds a Bachelor of Commerce, Marketing and Finance from the University of Western Australia. A life-long fan and devotee of the Macca’s run, Annabel lives in Sydney with her family, who love an after-school McFlurry treat.
Annabel Fribence, Chief Marketing Officer – McDonald’s Australia
