Former Sydney and Western Bulldogs AFL player Simon Garlick has succeeded Campbell Rose as chief executive of the Western Bulldogs.

Garlick enjoyed a 181-game, 11-year career at the two clubs before retiring at the end of the 1994 season.

The 35-year-old then spent spent five years in various management roles at LeasePlan Australia, joining the Western Bulldogs' board in 2007 as football director.

Garlick was promoted to chief commercial officer last year.

"Simon has impressed everyone with his detailed understanding of the AFL industry and brings a high level of commercial acumen to the role, he has proved to be an outstanding candidate with ideal credentials to lead the organisation," said Bulldogs president David Smorgon.

"The selection sub-committee felt that Simon's successful track record, his deep appreciation of our organisation and the wider AFL industry as a whole, combined with his determination and commitment to succeed placed him as the standout candidate."

Rose stepped down as the club's chief executive last month after more than eight years at the helm.

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