....In 2002, he left Ernst & Young to become Chief Executive of Chelsea, where he led the £180 million sale to Roman Abramovich in 2003.[4] After the sale, Birch chose not to stay at the club and in October that year was appointed Chief Executive of Leeds United, overseeing the takeover by a local consortium. He then moved to Everton in June 2004 to become Chief Executive.
Birch was given the task of overhauling the Merseyside club's finances,
but resigned after a disagreement over strategy with the board and major shareholders - wasn't Bill the major snareholder?
Yeah, so basically brought in a financial expert , disagreed with him and he left a day or two later. Rumour was that birch seen how bad the club was financially and was pushing him to sell Rooney