West Bromwich Albion's new chief executive admits the club had become an "embarrassment" to their supporters.
Ron Gourlay was appointed to replace previous incumbent Xu Ke last month.
Shortly after that boardroom shuffle came the decision to bring in Steve Bruce as a replacement for under-fire boss Valerien Ismael.
Ismael had only been poached from Barnsley last summer but a poor sequence of results in the New Year led to him being axed, with the Baggies eight points adrift of the top six at the time.
Despite veteran boss Bruce being something of a promotion specialist, the side are still six points shy of the Championship play-offs - with his first win only coming last weekend.
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Despite some work still to be done, Gourlay remains confident the season can still end on a high.
"We have a few challenges but nothing we can't address," he said, speaking to the BBC . "We need to put a bit of pride back into the club instead of the embarrassment the fans have been feeling.
"I have listened to a lot of fans and that is the feedback I have been getting.
"My brief when I came in was to open the bonnet, take a look inside and give feedback to the owner (Guochuan Lai, the controlling shareholder)," he said.
"First and foremost was the need to recognise that things had to change. Now we have to put it all into practice."
Last Saturday saw Bruce's side seal a 2-0 victory away at one of his former clubs, Hull City.
It was a first win in eight attempts - and only a second success in 13 Championship outings - for a side heavily-fancied for automatic promotion following relegation from the Premier League last season.
Whilst the top two slots are now almost certainly out of reach, a top six tilt remains the goal for Bruce and his players, who had been booed by supporters a week earlier after defeat to Swansea.
"That's how football changes within a week," Bruce said. "From being told they're not good enough to wear the shirt to a standing ovation.
"The one thing the Albion fans want to see is their team playing with a bit of pride and in a certain way.
"It's been a difficult month in terms of the players' confidence and the run they've been on, but let's hope we can now really get started - and let's see if we can make a charge.
"The boys have been down. We don't want to lose games. But we've all got to be as one. That's the main thing.
"We've not been great home or away recently, so it's good to get a win.
"Our focus for now is just winning games - that's our main priority. I know it's been tough for the fans, but we need stick together and hopefully we can end the season well. That's all we're thinking of."
