The Five Key Decision Makers Driving Birmingham City’s Transfer Strategy

Birmingham City will officially be able to sign new players starting June 15, when the Championship transfer window opens. Yet, behind the scenes, much of the preparation has already begun. Recruitment is a 12-month operation, and while manager Chris Davies focuses on tactics and team selection, the club’s transfer team is busy compiling shortlists and analyzing potential targets.

Last summer, Blues signed 12 players, followed by another six in January. This came on the back of a remarkable 20 signings during their League One title-winning season. Looking ahead, Davies estimates that around six more signings will be essential to improve on the club’s 10th-place finish and compete strongly in the Championship next season. This figure excludes potential permanent deals for popular loanees like Jhon Solis and Ibrahim Osman.

To understand how Birmingham City approaches recruitment, it’s important to look at the process, which is increasingly data-driven. Director of Football Craig Gardner, a former Blues midfielder and Carling Cup winner, explained the club’s sophisticated methodology at an Open House event last year.

“When we look to recruit a centre-half, for example, we input a detailed player profile: physical attributes like aerial ability, speed, technical skills, and one-on-one defending,” Gardner said. “The system then generates a list of two or three hundred centre-backs. From that, we narrow the list based on our budget and needs. The system even pulls out high-profile names like Virgil van Dijk, which we obviously can’t afford, so profiles are adjusted accordingly.”

The club then produces a shortlist of the top five candidates for each position, which is passed to Chris Davies. On top of that, simulations assess how each player would fit into the squad and forecast potential team performance over previous seasons.

So, who are the five main decision-makers behind Birmingham City’s recruitment?

Craig Gardner, Director of Football
Gardner has been a central figure in shaping Birmingham City’s football operations. Having worked his way up from technical director, he now oversees all football departments, including the first team and academy. He played a key role in the club’s recent takeover, earning praise from owners for his instrumental support. Gardner leads negotiations and is a major draw for incoming players, often cited as a key reason for joining Blues.
Stuart Carnall, Head of Recruitment
Carnall began his Birmingham career as an analyst during the Steve Bruce era and, after stints elsewhere, returned to the club’s recruitment team in 2014. Initially chief scout, he was promoted to head of recruitment following departmental changes after the club’s recent relegation. Carnall has been a driving force behind integrating a data-driven approach throughout the club and has been pivotal in attracting talents like Demarai Gray and Marvin Ducksch.
Daniel Spencer, Head of First Team Recruitment Data
Newly created in 2024, Spencer’s role focuses on applying data analytics to identify transfer targets. A former footballer and agent, he brings a fresh perspective to the recruitment process. Spencer is currently completing a postgraduate diploma in sport directorship with the Professional Footballers’ Association, underscoring his commitment to professional development.
Chris Davies, Manager
While the recruitment team compiles the options, Davies has the final say on which players the club signs. “It’s a good process — as a football manager, I want to feel like I’m making the final decisions,” he said. However, given the high demands of his role, he relies heavily on the recruitment team’s expertise to vet players thoroughly before contracts are agreed upon.
Tom Shannahan, Club Representative (Knighthead Capital)
In the absence of Tom Wagner, Shannahan has become the key figure for Birmingham City within the ownership group. He took a high-profile role towards the end of the League One-winning season and is closely involved in recruitment decisions alongside Davies and Gardner. Advocating for data-led approaches, Shannahan’s influence ensures alignment between the club’s ambitions and the owners’ expectations.

Together, these five forge a collaborative and data-driven recruitment process that combines expertise on the pitch, in the boardroom, and in analytics. With this structure, Birmingham City aims to strengthen their squad effectively as they prepare for the challenges ahead in the Championship.