BURNLEY have taken a bold new step behind the scenes at Turf Moor by appointing their first-ever general manager in Andrew Watson, Everton's present commercial boss.

And one of the first things the new man promised was that he would "listen to the fans".

The appointment was announced by the club at lunchtime today and Watson, who will be 32 this weekend, has been given permission by Everton - where he has been commercial manager for the past five years - to take up his new role as early as Monday, April 19.

He stressed that he felt he was taking a step up in his career, even though he was leaving a Premier League club.

And his aim is to give Burnley a Premiership set-up off the field to give the playing side the foundations necessary to build a top-flight team.

As well as helping to maximise fund raising, the new general manager will also work closely with the board.

Communicating with the fans is also of prime importance to him in that objective.

"We want to build a club everyone wants to be part of and it is important to listen to the fans," he said.

"At Everton, for example, we have a suggestion scheme.

"Ultimately, we have to provide top-class service to Burnley supporters and, if we do that, I am sure they will stay with us and bring along their friends and family.

"I started on the commercial side when I was 21 and my ambition was to become commercial manager of a Premer League football club. I was fortunate to achieve it at 27. "But I want to build a whole football club set-up and I see this role as a step up from commercial manager.

"I wouldn't have left Everton if I thought it was a drop. This is a step-up in my career and I want to be part of making Burnley great again.

"In this day and age, you have to be right off the field if you want to get it right on the pitch.

"We provide the support for the manager. We have to build the commercial and marketing side and continue to ensure that the youth and community schemes are good.

"Everyone in the game has told me what an exciting challenge this is and I am very proud to be appointed as the club's first general manager.

"The chairman is desperate to get things right off the field and the potential excites me.

"I want to build a Premier League set-up and, while you cannot guarantee anything in football, if we can get the nitty-gritty right I am sure it will come together.

"We are also looking to create a brand-style for the name of Burnley.

"The club has such a great past and, although we are looking to the future, we have to make sure we take that heritage with us." Watson was recruited by Everton from Leeds RFLC and has wide-ranging experience and a top reputation. In a statement from Turf Moor, Burnley said: "Obviously with his experience he will play a vital role in co-ordinating all revenue generating areas. In addition he will also take a day to day on-site interest in all aspects of the club implementing company policy on behalf of the chairman and directors, alongside Cathy Pickup, the new company secretary."

Chairman Barry Kilby said: "I have looked at the business, talked to fans and staff and recognised the need to improve our activities off the field of play if we are to get it right on the field of play.

"Andrew left a Premier League club because he believes in the potential of Burnley Football Club and wishes to build a Premier League set up here at Turf Moor.

"We hope and expect Andrew will bring many new improvements, but he will need the help of all the staff and fans alike to help us put Burnley back on the road to the big time."

Director Clive Holt endorsed the chairman's views when he added: "We feel we are underachieving in certain areas and that we can benefit, especially on the commercial side.

"Our existing staff have done well for us but his appointment can only help them. I think they need a few more tools in the bag." Meanwhile, Burnley reserves are in action in the Pontin's League tonight when they face bottom-of-the-table Grimsby Town at Blundell Park in a crucial First Division relegation clash (kick-off 7.00).

Stan Ternent will field a young side but will also take the opportunity to have a look at 20-year-old trialist Martin Doherty.

A left-sided midfielder he has been released by Bolton.

The game has come too soon for striker Andy Cooke but a comeback following his appendix operation may not be too far away.

"He's getting there. We'll see nearer the weekend but he could do with a game," said Ternent.

Unfortunately the Clarets don't have another reserve game scheduled until the visit of Wolves in a fortnight's time but that would at least give Cooke a run-out before Burnley's last five League games of the campaign.

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