New Brisbane Lions Chief Executive Greg Swann might have had successful stints at the helm of AFL powerhouses Collingwood and Carlton, but he’s well aware that his latest role presents a completely fresh challenge.

Swann fronted the Brisbane media for the first time as the Club’s CEO on Friday afternoon, and said he was prepared for what lay ahead.

“I know it’s not going to be an easy task,” Swann said.

“I know this is a really tough market. This is probably the most competitive market in Australia. I’m fully aware (of that).

“That’s a unique challenge for me. I’m a Melbourne boy and haven’t grown up in this market, but I know it’s tough.

“It’s a work in progress, but it’s not all doom and gloom. I think it’s exciting to be honest.”

Lions Chairman Bob Sharpless said Swann’s “impeccable” record at Collingwood and Carlton should excite the Club’s members and supporters.

Swann, himself, said there were some similarities between the difficulties facing the Lions, and those he experienced when starting at both the Magpies and Blues.

“I think it’s very similar, and that’s one of the things that attracted me to the role,” he said.

“Both (Collingwood and Carlton) were struggling a bit at the time, and I really enjoyed that re-structure and gradual climb up the ladder.”

One of Swann’s key focuses will be to help facilitate the Club’s improvement on the field, first and foremost.

“There’s a lot (to work on). It’s a football club – so on-field to me is the key. That’s what drives football club," he said.

"What we will do is take steps to ensure that we get back up (the ladder) and stay there.

“I’m a big believer that you have to get the right people in place. You need a bit of luck as well.”

Swann will officially commence his duties as Lions CEO on Monday 4 August.