Jane Wood has replaced John Lewis regional managing director Andrew Murphy as the chair of Essential Edinburgh, the company set up to run the city's business improvement district (BID).

The 46-year-old mother-of-four, who is also vice chairman of the Scottish Retail Consortium, will take on the role part-time.

She will oversee its £1 million-a-year budget, and will immediately set about trying to improve the marketing of the city centre.

Ms Wood left her position as director of corporate affairs at high street giant Boots after nine years at the helm to take up the new position.

She said: "Edinburgh needs to get more bullish. It needs to shout louder because it is an amazing place to live and work.

"We have a really strong street in George Street and, if we get the right communication out, Princes Street will benefit from that and vice versa."

It emerged last week that the city had no co-ordinated advertising campaign to attract Christmas shoppers, despite Glasgow targeting Edinburgh in a £270,000 campaign.

"Edinburgh struggles from the perception that Glasgow is a better city for shopping," said Ms Wood, "but it is all about how you use a centre.

"Retail in the city centre has to be differential and there has to be marked benefits to coming into the city centre – such as the museums, art galleries, architecture or the skyline.

"Our BID marketing and promotion has to say to people 'these are the benefits to you'."

Essential Edinburgh, which covers everywhere between Princes Street and George Street, is funded through an additional one per cent rates levy that all businesses in the area have agreed to pay.

The levy creates a budget close to £1m a year, plus funding from public bodies.

It is to focus on improving the environment of the area and increasing accessibility, safety and security. A contractor is currently being appointed to provide specialist cleaning teams to target things such as graffiti and chewing gum, as well as a rapid response to calls from businesses about problems.

She said the company, which has 13 staff, will also be looking at areas or sectors where new BIDs can be set up, such as the West End, Grassmarket, tourism industry and nighttime economy.

Ms Wood, who did not want to disclose her salary but said it was in line with a standard consultancy role fee, believes her experience makes her the right person for the job.