Helen France, the experienced former director of the North West Development Agency and latterly director of regeneration at Knowsley council, has been appointed as the new head of tourism for Blackpool.
France replaces Jackie Potter who left in the summer to become the first chief executive of the Manchester City South Partnership.
During her time at the NWDA, France helped establish ReBlackpool, the town's urban regeneration company.
France said she had arrived in the 'most exciting regeneration job in the North West'.
The vacant, £124,195-a-year post of director of regeneration, economy and skills for Knowsley, is now being advertised. Closing date for entries is 21 November.