The White House is expected to confirm Crossroads Media founder Michael Dubke as its Communications Director, according to an NBC report citing a senior White House official.
The report said Dubke could begin his new position as the White House communications director as soon as Friday.
Should Dubke assume the role four weeks into U.S. President Donald Trump's term, Press Secretary Sean Spicer would no longer be required to serve in both positions. Typically the roles of press secretary and communications director have been adopted by two staffers.
Trump reportedly had planned to hire the former transition spokesperson Jason Miller as White House communications director. However, Miller wanted to spend more time with his family instead.
Crossroads media describes itself as "the premier Republican media services firm" according to its website and claims Dubke has "a unique understanding of the relationship between political strategy and public policy development".
Crossroads Media were not immediately available to comment when contacted by CNBC on Friday.