Here's my drama free take...
Kroenke enjoys sports team ownership and making lots of money in the process. He's one of the most hands off owners in the league. He is willing to spend money on coaches and player salaries and annually spends to the cap. Only gets involved in major matters such as team move, building new stadium, and HC hires. As such, an outstanding owner to work for.
Demoff handles the marketing and routine day to day matters. Moves, HC search, PR, and he simply excels at contract negotiating and contract structures. Kind of a Chief of Staff role. Does NOT get involved in personnel decisions other than a Goff type trade matter. Even then, he must get final approval from Kroenke.
Snead communicates with the HC to determine the exact types of players desired for implementation of the HC's schemes. One set of types for Fisher, another set of types for McVay. He then identifies and evaluates the desired player types for the HC. These include draft picks, FA's, UDFA's, and even potential player fits currently on other rosters that might become available through trades or roster cuts. In short, he's responsible for bringing in a constant pipeline full of new talent via all possible means. Snead technically has final say on personnel, but he confines his player targets only to the general profile that his HC has outlined.
McVay is the tip of the spear. He gets total say on asst coaching hires. He outlines the player profile that he desires and it's then Snead's job to find and acquire them. He has complete autonomy on schemes and philosophies throughout the 3 units. He is expected to perform reasonable PR duties to promote the team. In short, he will be responsible for the W/L record moving forward.
If you ask me, it's a damned fine organizational chart and business model. So what went wrong and resulted in 5 non winning years since Kroenke assumed full ownership? Simple. There was a weak link at the HC post. They chose the wrong guy. Fortunately, that seems to have been corrected. We'll see.
