I found the 'must be based in Liverpool' part of the discussion hard to listen to. Surely it's all dependent on what the job requires?
If a key part of the job requires commercial dealings, meetings etc, and the vast majority of decision makers from the partners you're wishing to do business with are based elsewhere, surely it makes complete sense to base yourselves closer? Cost is irrelevant, largely, it's about saving time, convenience etc. If this is against the wishes of Liverpool fans, and the previous statement isn't complete hogwash in regard to the discussion, then it seems it's the fan's wishes that are the issue here and are what makes it harder for the 'CEO' or whoever to do their job.
If your job is to scout players in South America, it doesn't make sense to travel from Liverpool everyday.