You realise many many people in these positions are appointed without experience. Petr Cech is the technical and performance advisor at Chelsea - same job different title. Many of the great sporting directors we speak about became sporting directors after playing. VDS became Ajax's Marketing Director after he retired. Marketing..
We know what he does because it's been outlined multiple times. He is in charge of making sure there is a proper route of communication and development between the academy and first team as well as other departments. They are different entities and you need someone to oversee how they interact.
To explain it better I'll let Petr Cech do so “I am getting my own ideas about what could work better. Generally when you work with a lot of different people at this level it is run by departments. But there are a lot. The best part for me is connecting the departments. This is my biggest target, to make sure everything is connected and works one way.
“The first team is the most important. But then we have the scouting, recruitment, the development squad, players who are on loan. All this works together. It will give the first team a much better platform and [let] the manager have an easier job and concentrate only on the pitch. This is something we have been trying to create. So far this season we have been working well.”