The point is Richard Gould is fulfilling his role as CEO whereas Mark Ashton was trying to be a DoF. Ashton was doing it wrong Gould is doing it right. If he choses to appoint a DoF then that is different, but as CEO he is there to lead the admin side of the operation, not the football.
What Is Chief Executive Officer (CEO)?
A chief executive officer (CEO) is the highest-ranking executive in a company. Broadly speaking, a chief executive officer’s primary responsibilities include making major corporate decisions, managing the overall operations and resources of a company, acting as the main point of communication between the board of directors and corporate operations. In many cases, the chief executive officer serves as the public face of the company.
https://www.investopedia.com/terms/c/ceo.asp