Birmingham-based design firm Scruffy Dog has named Deborah Eicher as its new commercial director.

An IAAPA Foundation board member, Eicher has more than 17 years of commercial and marketing experience across the leisure and entertainment sectors. She most recently held positions as business development director for HB Leisure and as president of global industry relations and business development for Picsolve.

Scruffy Dog – which also operates in the areas of film and set design – has a number of bluechip clients including Merlin's Legoland Windsor, Chessington World of Adventures and Madame Tussauds. The company has recently worked on the Galactica project at Alton Towers.

“I am very excited that Deborah has joined our team to lead our growth in the leisure and entertainment sectors,” said Joe Bright, Scruffy Dog founder and managing director. “Deborah has key experience and connections in the industry to help us deliver our design and fabrication expertise to a broader array of customers.”