Bermuda must capitalise on its reputation if the Island is to remain a leading centre of international business, says Cheryl Packwood, Bermuda International Business Association?s newly appointed CEO.

She will officially join BIBA as CEO on October 9, following the resignation of Deborah Middleton from the post in April.

?Sometimes we are scared to rock the boat in Bermuda and I would like to see if we can think outside the box and do things we haven?t done before and capitalise on the strong branding we have,? Mrs. Packwood said.

?Bermuda has a very good reputation and the goal is to maintain that reputation as a stable jurisdiction for international business and grow the Island?s economic and business development.

?The challenges to Bermuda are the challenges that are affecting the world because the Island is not just a little Island all unto itself. What takes place in Bermuda is very much a result of what takes place in the international arena, particular in the US, Britain and Europe.?

Mrs. Packwood said she is aiming to build a co-operative relationship with Government to represent the interests of local companies and undertake an aggressive marketing and lobbying campaign to promote Bermuda?s interests abroad.

?The challenges is how to build a path towards sustainable development, how to compete in a world that is not necessarily competing fairly and attract top notch businesses to Bermuda.?

?We as a country, as well as BIBA and businesses must rise to these challenges and show we are a quality jurisdiction.?

In Bermuda, Mrs. Packwood has held senior positions as general manager at Digicel Bermuda and also, the Bermuda Monetary Authority where she was General Manager, Corporate Services and Secretary to the Board of Directors as well as Director, Legal Service, Enforcement and International Affairs.

Internationally, she was managing director of CORA for Western Wireless International Corporation and counsel and director of International Development for N?Goan, Asman & Associes, both in Abidjan, Cote d?Ivoire (Ivory Coast).

Prior to working in to the Cote d?Ivoire, Mrs. Packwood also practised law at Shearman & Sterling in New York City and also taught at the Martin Luther King, Jr. High School, also in New York. Lloyd Wiggan, chairman of BIBA, said: ?We are most fortunate to have attracted someone of her calibre to assume the responsibilities of CEO and oversee the future growth of the Bermuda International Business Association.

?She brings to the position a wealth of knowledge of the financial services, legal and telecommunications sectors acquired both locally and internationally.?

?The Board is confident she will be successful in building on our existing strengths and guiding the organisation as it moves forward in these challenging and competitive times.?