Incoming Parramatta CEO Bernie Gurr has described the club's 70th season in the top flight as a "new era" and vowed to reunify the Eels to ensure they reached their full potential.

Gurr has been handed the task of rebuilding a club that has lurched from one crisis to the next. The Eels haven't made the playoffs since their 2009 grand final appearance, crippled by factionalism and self-interest at management level.

Committed: New Parramatta boss Bernie Gurr says this year's side was resolute. Credit:Getty Images

However, Gurr will officially begin next week and Parramatta has already taken significant steps to address its corporate governance issues, while strengthening a roster that would have made the finals had it not been for the salary cap points deduction.

"It's a terrific opportunity for a club that should be a key pillar of the NRL, particularly in western Sydney," Gurr said. "I'm confident we can get the job done with Parramatta in the next couple of years.