City businessman Tim Andrews has been appointed the new chief executive of Birmingham City Ladies FC.
Mr Andrews is the managing director of Tyseley design firm Hollywood Monster which produces large banners for clients such as The Mailbox shopping centre in Birmingham, Arsenal FC and the London Olympics.
The company, which he founded with his father John, has also sponsored the Birmingham City Ladies strip and hoardings at the St Andrew's stadium.
Also a Blues fan, he will be responsible for off-field activities, particularly developing the Women's Super League club in an ever increasingly competitive and financially demanding climate.
The news comes a week after former KPMG Midlands regional chairman Steve Hollis was appointed chairman of Aston Villa.
Mr Andrews said: "I am honoured and truly delighted to be taking on this role at BCLFC.
"Over the past five years, I have got to know both the management team and players well and have seen the club really embrace the increasing popularity of women's football in the UK and across the world.
"Steve Shipway is an incredible act to follow. His ongoing passion and dedication is something that I will aim to echo and, with him by my side in his role as deputy, I know his football knowledge teamed with my business experience will really take BCLFC to the next level.
"We want to be competing with those top teams and dominating the Women's Super League."
Mr Shipway added: "The club has come a long way in the last five years since the FA Women's Super League 1 was set up but the game is progressing at a fast pace and we have to step our performance to keep up.
"The introduction of Tim as chief executive means we are doubling the senior management team while adding skill sets that have been missing over the years.
"Tim is a successful businessman who has a deep knowledge of Birmingham City Ladies through his very proactive sponsorship over the last four years.
"I am really looking forward to working with Tim and to taking the club on to new levels."