Bullring has appointed a new general manager to succeed Tim Walley who has retired after leading the revamped shopping centre since it opened in September 2003.
Michaela Moore has more than 25 years of retail experience, having held positions in a variety of markets from luxury brands to fast fashion.
She joins Bullring from fashion brand Jaeger where she worked in within the brand's outlet channel, including e-commerce, marketing and retail operations.
Prior to this, she held several senior roles at British fashion brand Burberry, including heading up operations in Europe and the firm's outlet channel.
Among her key achievements was overseeing more than 160 new store openings and refurbishment projects across Europe as well as launching its flagship store in Regent Street, London.
She said: "Having lived and worked in the West Midlands, it's great to be joining the team at Bullring which has become an integral part of Birmingham's identity and the region's premier retail destination.
"With consumer confidence increasing, the retail experience is still key in attracting shoppers and I look forward to working with the team to ensure Bullring continues to attract retail firsts and offer a unique customer experience."
Janet Bishopp, head of shopping centre management at Bullring co-owner Hammerson, added: "Michaela's strong retail background and experience across a diverse range of sectors makes her the ideal person to take over Bullring's leadership.
"Tim has done a brilliant job in helping ensure Bullring has become iconic retail location - not just in the UK but globally and he should be proud of that achievement."