President Trump is expected to name Mike Dubke, founder of Crossroads Media, as his White House communications director.
Press secretary Sean Spicer has executed the duties that normally fall to a communications director while also serving as the administration's top spokesman, a dual role that had reportedly become very demanding.
The White House did not respond to a Friday request for comment about Dubke, whose coming appointment was reported by multiple outlets.
"This is a good hire by the White House," said Brian Walsh, a former spokesman at the National Republican Senatorial Committee. "Dubke & Spicer will be a great team."
But Dubke's connections to the establishment wing of the GOP seemingly rankled some of Trump's populist supporters and former campaign hands. As founder of Crossroads Media, which works closely with American Crossroads, a political action committee created by Karl Rove, Dubke maintains close ties to a former Bush aide who criticized Trump during the campaign.
"This hire is offensive to the tens of millions of Trump voters," one former campaign official told the Washington Examiner. "Reince [Priebus] and his RNC team never supported the Trump message, and this hire demonstrated disdain for Trump voters."
"Dubke and his Crossroads friends did everything they could to kill the Trump movement and failed," the former campaign official said. "I guess the strategy is to kill the Trump movement from the inside of the White House."
The appointment of Dubke would place Trump's communications operation almost entirely in the hands of establishment Republican operatives. Spicer previously served as chief strategist for the Republican National Committee, and was reportedly recommended for the position by Priebus, Trump's chief of staff and former chairman of the RNC.
"This hire doesn't serve the president's interests," another Trump insider told the Examiner. "It serves Priebus's and Spicer's, that's it."
Alex Pappas contributed to this report.