For me, it's not a football role. The chairman's job is to work with the CEO on managing the organisation.
A modern football club is more than the football. Managing assets, renovations, public relations, recruitment, contracts, suppliers and sponsors, the bars, you get the idea.
I don't care if the head of PR has football experience. I care the head of recruitment does. This guy? His job is a business function relating to the organisation.
He doesn't scout players, pick tactics, organise the squads, etc.
Let the football people handle the football, let the business people handle the business.