Western Bulldogs premiership hero Ellie Blackburn has been overlooked for the club's AFLW captaincy in favour of Deanna Berry.

Berry was announced as Blackburn's unexpected successor on Monday as the Bulldogs navigate a rebuild of their women's football program.

Premiership player Berry was appointed via a selection process, rather than a team vote.

Blackburn, who re-signed with the club on a four-year deal in April, hands over the reins after five seasons in the standalone role.

The 29-year-old was made the sole skipper in 2020, earning the role after leading the club to their first AFLW premiership in 2018 when then-captain Katie Brennan was injured.

Berry becomes the third captain in the club's AFLW history after being a member of the leader group last season.

"I'm probably a bit speechless right now, to be honest - I'm just thrilled," Berry said.

"I want to help drive the behaviours and the culture and the standards that we want to set as a club.

"As a club and a program, we are heading in a great direction. We've made enormous change over the last six months, and our team is really driving where we want to go."

Blackburn will still be a part of the five-player leadership group for this season, joined by Elle Bennetts, Isabelle Pritchard, Isabella Grant and Jessica Fitzgerald.

"I'm pretty lucky in the fact that I've got Ellie to help guide me along the way," Berry said.

"She's been an enormous leader of this club for the past eight years. Having her qualities beside me is only going to help me and the direction we want to go as a club."

A new face in on-field leadership is the latest change at the Western Bulldogs.

After coming away with the wooden spoon last season, the club appointed Tamara Hyett as head coach after sacking Nathan Burke.

The Bulldogs also welcomed Patrice Berthold as their women's football boss and Dan Fisher as new list manager in the off-season.