The British Horse Society (BHS) has appointed Lynn Petersen as chief executive.

Petersen, who has been chairman of the BHS since April of this year, has been the board trustee responsible for the Society’s modernization program. With her business experience as European marketing director for TIME magazine and global director for Kraft General Foods sponsorship of Professional Women’s Tennis, she brings a new dimension to the organization’s plans for the future.

Petersen also served as director of sales, marketing, and fundraising for The Outward Bound Trust, where she worked closely with HRH Prince Andrew in transforming the charity with modern management strategies.

Petersen said, "We are determined to deliver ever more relevant services to our members, our volunteers, our instructors, our schools, and horses throughout the U.K. We are determined to serve owners and riders with the very best of British equestrian education and pursue welfare, access, and safety for all horses and riders