Again you don't know his remit. Like most ceo's you'd imagine he is targeted with increasing sponsorship revenues, reduce wages, reduce debt, assist the manager with his transfer targets. Arguably he's achieving most of them.
The football is the fault of the football men. Mon, Houllier, Mcleish, Lambert. All have received significantly more backing than many of there peers at other clubs. Most have under achieved with what they've been given.