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Mr Deakin has a wealth of experience after doing the same job at both Wolverhampton Wanderers and Birmingham City. The Birmingham job took on extra responsibilities when Managing Director Karren Brady, wife of former Ram, Paul Peschisolido, entered hospital with a brain aneurism . Deakin took over Karren's workload along with Birmingham's financial Director Roger Bannister.
The Rams have asked Mr Deakin to "significantly increase revenue", a scenario that Perry is used to and has achieved in the past. His deals with Seat whilst at Birmingham and his innovative Business lunches with leading Midlands businessmen means he has the contacts to drive the Rams commercial side up to a new level.