St. John's (Antigua), Sep 20 (IANS/CMC): Newly appointed Chief Executive Officer of the West Indies Cricket Board (WICB), Michael Muirhead, says the regional side is poised once again to take its place as a major force in world cricket.

Muirhead was appointed new CEO at a WICB Board of Directors meeting in Barbados over the weekend replacing Ernest Hillaire, who steps down at the end of the month.

Muirhead, a management consultant, says he plans to build on the gains made in West Indies cricket in recent years, CMC reports.

"West Indies cricket has been enjoying some recent successes and is now positioned to be a competitive force once again among the cricketing nations of the world," said Muirhead.

"I will do my utmost to maintain and improve on what has already been put in place thus ensuring that we as West Indians can once again proudly hold our heads high."

Muirhead, 55, is a father of two, married and has been described as an avid sports and music enthusiast.

As he prepares to kick-off an initial three year tenure as CEO of the region's governing body for cricket, he has appealed to fans throughout the region to throw their support behind the players.

"Instead of playing them down what we need is to be encouraging them up and west indies cricket is finally on the road where we can …really give them some encouraging words to move to the next level and really be a competitive in the world," said the incoming CEO.

Muirhead was a Management Consultant, firstly with Price Waterhouse and served in senior management positions at the National Commercial Bank of Jamaica.

He has extensive experience in the financial and tourism development sectors and during his career also served on various Boards in Jamaica.

Muirhead says not enough has been done to improve the brand that is West Indies cricket, a goal he has set himself.

"The WICB has a brand which I don't believe is being maximised in the sense of what its potential is and that is an area I think I can add value to," he said.

"I am looking forward to enhancing the brand on a worldwide basis."