Liverpool Waterfront Business Partnership has contracted Alison Kelly as business development manager to promote the city's river-side assets to the world.
Kelly, who previously worked at the Albert Dock for Merseyside Tourism Conference Bureau before joining Cheshire West & Chester Council as place marketing manager, will work for two years on ensuring the transformation of recent years is built on.
LWBP aims to develop the waterfront as a vibrant, year-round destination, creating quality jobs and adding significantly to the local economy.
Twelve months ago a number of the principal landowners and organisations, ACC Liverpool; Gower Street Estates; Merseytravel; National Museums Liverpool; Neptune; Peel; Tate Liverpool and together with the Canal & River Trust and Liverpool Vision, the city's economic development company, formed a Community Interest Company to develop and manage the Waterfront.
Sue Grindrod, chairman of LWBP and Gower Street Estates, which owns and manages Albert Dock, said: "Our aim is for Liverpool's waterfront to be recognised alongside some of the world's other great waterfronts and a key focus of ours is to engage more businesses, attractions and stakeholders on the waterfront to help enliven it throughout the year, both on and off the water, night and day.
"In appointing Alison Kelly we have someone who understands the city and has great experience in place marketing and can help take us to the next level."
Jenny Douglas, head of area investment at Liverpool Vision and LWBP board member, said: "The waterfront is Liverpool's major asset and remains a great opportunity to attract further investment.
"There is still some way to go if Liverpool is to be compared with other great waterfronts across the world. Although we have magnificent architecture and historical assets we need to create more activity and greater spend."