Bromyard's new mayor is Gill Churchill.
She was elected to replace Pearl Briggs, whose two-year term ended on Monday.
A town councillor since 2001, Coun Churchill has chaired numerous committees, including the Playing Fields and Bromyard in Bloom, and is a governor at Queen Elizabeth High School.
"I'm very pleased and honoured," she said. "I want to get Bromyard on the map even more than it already is and make it even more successful.
"The councillors obviously have confidence in me and I'm sure we'll all work together and make a great success of it."
Although Coun Churchill began her duties this week, her official civic service is not until July 17, at St Peter's Church.
Her predecessor, Pearl Briggs, said: "Being mayor has been a wonderful experience, one that really develops you as a person."
She gave a cheque for £1,500 to her chosen charity, RoadPeace, on Tuesday.
Jonathan Lester, chairman of the Chamber of Commerce, is vice-chairman, replacing John Lane.
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