Unless you think United is a charitable organisation which its not, it has to be looked at as a business first and foremost. As in any business it's about objectives, limitations and establishing your priorities/choices before we even get to execution. All that affects the football side of the organisation.
Any CEO will be a jack of all trades, a generalist.
He will have to blend in all factors from the hiring of key employees to set aside budgets for various projects to the maintenance of OT to managing the budgets set aside for each team from the U8s to the U23s to the senior squad to MUTV, catering, security etc. And making a profit out of all of that.
Without a well run organisation/business, there is no way we could afford to do all that. And without knowing the club and including the football side of things well enough, how could you possibly know your business?