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Manchester United have poached top French-Moroccan CEO Omar Berrada from their UAE-owned city rivals, viewed as an important step to reversing the decline of one of England's most successful football clubs.

Berrada was critical to transforming Manchester City from a mid-level Premier League team into a Champions League winning outfit, thanks largely to a cash injection from Abu Dhabi.

Berrada's surprise switch to Manchester United comes part of a "new era" promised by Sir Jim Ratcliffe, who recent bought a 25 percent stake in the club, and the French-Moroccan executive will be key to this vision.

"The Club is determined to put football and performance on the pitch back at the heart of everything we do. Omar’s appointment represents the first step on this journey," the club said.

"Our stated ambition is to turn Manchester United back into a title-winning club. We are delighted that Omar is joining us to help us achieve that goal, so that, once again, United fans can see, in the words of Sir Matt Busby, the red flag flying high at the pinnacle of English, European and world football."

Berrada is one of the most experienced and respected football executives, working for 11 clubs across five continents, including Barcelona.

Manchester United have dominated football in the modern era, winning 13 Premier League titles and two European Cups when ir Alex Ferguson was manager.

His retirement in 2013 saw a remarkable decline in the club's fortunes, with United winning just four major trophies since then.

Much of the blame has been laid on Manchester United's owners, the Glazer's family, with Ratcliffe's entry - a lifelong United fan - bringing hopes that the team can challenge Manchester City's dominance.

City had won just nine major trophies - including the League Cup - until Abu Dhabi United Group bought the club in 2008.

Since then they have come to dominate English football, lifting the Premier League trophy seven times and the Champions League last year.

Berrada was instrumental to this success, joining City in 2011 when the club had not won the Premier League or old First Division since 1968.

Berrada was born in France to Moroccan parents and spent much of his childhood in the US