Former West Ham supremo Peter Storrie will be named as Southend United's new chief executive today.

After months of top secret negotiations Echosport can reveal that Storrie, who quit Upton Park in May, will officially join the Third Division club's hierarchy following a Roots Hall press conference this afternoon.

Blues beat off stiff competition from Premier League and First Division outfits for the signature of the Hammers' ex-director of football, who has played a key role in making West Ham one of English football's top ten club sides.

Talking exclusively to This Is Essex, Storrie spoke excitedly about his new challenge with basement

league Southend, even if it is a million miles away from the glamour and glitz of Premiership soccer.

"I've liked what I've seen at Southend so far and I'm looking forward to help making the club

successful both on and off the pitch again," said 47-year-old Storrie, who will join the Shrimpers' board of directors.

"It wasn't that long ago when Southend were a First Division side and I came here with West Ham for a league match and we must strive to get back to that level.

"There's a lot of optimism around the town at the moment and there's a good team in place at Southend, on the football side and commercially, who I'm sure I can work with."

Storrie was also quick to draw up comparisons between the Seasiders and near neighbours West Ham.

"I know we've got a big job on our hands at Southend but when I moved to Upton Park nine-years ago West Ham were also a club suffering in the doldrums," he said.

"Although, we managed to put things right at West Ham and by bringing my added knowledge and experience of football on board at Southend I'm sure we can do the same here.

"But the present situation at Roots Hall won't change dramatically overnight and it's going to take a lot of hard work to get us firing again."

However, Storrie's role at Southend won't be restricted just to the boardroom and commercial activities.

The Londoner will use his vast influence and reputation in world soccer to attract new players to the club.

Globetrotting Storrie was responsible for setting up the Irons' well respected Australian soccer academy, which has produced players such as Hammers winger Stan Lazaridis, and he also has extensive knowledge of the European market.

Storrie was instrumental in taking Cameroon international midfielder Marc Vivien Foe, who is now a £5 million Liverpool target, to Upton Park from French club Lens last season.

He also stretched his net further to bring £7 million rated Israeli playmaker Eyal Berkovic, set for a big money move to Glasgow Celtic this summer, to the Premier League.

Storrie now hopes to use the same contacts and networks to bring Southend success and a swift climb up the Football League.

"I'll be getting involved strongly with the football side of business at Southend and I hope to be able to attract quality players to this club," Storrie pledged.

"I'm not like your usual director who sticks with the behind the scenes running of the club, I want to be very much hands on at Roots Hall and get involved with everyday football matters.

"I've already spoken to our manager Alan Little about one or two young players I think could do a good job for us here and I'd like to think there will be more.

"I know the southern football circuit better than anyone and I've got strong contacts around the world which helped me attract quality players to West Ham and I aim to do the same at Southend.

"When I was at Upton Park I helped Harry Redknapp rebuild the team, bit by bit, player by player, and I hope to have as productive a relationship with Alan at Roots Hall."

However, Storrie said he wouldn't be earning his Southend salary by jumping on planes to far off destinations on expensive scouting trips.

"My people are in place and if there are players worth bringing here they will let me know about them," he added.

"For instance, there are a lot of good players coming out of Australia at the moment and it might be the case that some of these lads will end up at Roots Hall."

Storrie also said he was looking forward to helping the club boost their coffers by getting stuck into the commercial side of the club.

"I'd like to think that my presence at Roots Hall will help us to generate cash through the club's off the field operations," he said.

"I want to improve our relations with local businesses and get everybody pulling together by rebuilding our reputation around the town and making Southend United flourish again."

Finally, Storrie asked Southend's success starved fans to back his commitment to the club by showing their support during the fast approaching season.

"We can turn this club around, but only with the full backing of our fans who we need to support our efforts throughout the new season," he said.

John Main, chairman of Southend and director of Blues' owners, property developers Martin Dawn plc, said: "I know people have been wary of our motives as property developers for buying Southend United.

"But we genuinely want to make this club successful and the appointment of someone as well respected in football circles as Peter Storrie underlines our ambitions."

Peter Storrie - has chief executive role at Blues

<Fact file

In 1990 Chigwell based Storrie joined West Ham as a non-executive director whilst still running a Swedish furniture importing business.

Made the Hammers' first paid managing director in 1991.

He has also served the Irons as chief executive and director of football, in which time he set up West Ham's revolutionary Australian soccer academy.

Quit Upton Park in May 1999 after helping lift the Hammers from First Division obscurity into a top ten Premier League placing during nine successful years.

Joined Southend United as chief executive in July 1999 on a three-year contract.

Converted for the new archive on 19 November 2001. Some images and formatting may have been lost in the conversion.