New West End Company, which represents the businesses in London’s most iconic shopping destinations, has promoted its deputy chief executive Jace Tyrell to the top job.

Mr Tyrell was previously managing director of external affairs at the group and during his time at the company he oversaw the recent creation of a business improvement district (BID) run by West End landlords to oversee £16 million of investment into the area.

Sir Peter Rogers, NWEC's chairman, said: “New West End Company is unrivalled amongst UK BIDs because of the £30bn in Gross Value Added (GVA) contribution our businesses make to the UK. The board and I are delighted we have secured a chief executive that understands the areas unique economic offer and the opportunities and challenges we will undergo with the arrival of Crossrail in 2018.”

“As New West End Company celebrates 10 years in the West End I look forward to what we can achieve in the next decade with Jace at the helm.”