He's not hired to code. He has taste for "what works" in these types of things. They want him to apply that taste - maybe making new services or fixing old.

See: Rick Rubin.

"Rick Rubin says he barely plays any instruments and has no technical ability. He just knows what he likes and dislikes and is decisive about it."

https://www.cbsnews.com/news/rick-rubin-anderson-cooper-60-m...

https://en.wikipedia.org/wiki/Rick_Rubin_production_discogra...