Frankie McAvoy followed Alex Neil from Hamilton to Norwich in February 2015 as first team coach.

He had been Academy Coach at Dunfermline (2003-05) before joining Hamilton in the same role from 2005 to 2008. He then became Academy Director and then first team coach in 2013.

In July 2017, he left Norwich and rejoined Neil then at Preston North End.

Following the sacking of Neil in March 2021, McAvoy was put in charge of the first team until the end of the 2020/21 season. This was made permanent on 10th May 2021 after he won five of the eight games that he was in charge.

He was sacked as Preston manager on 6th December 2021 with Preston 18th in the Championship, having lost eight of their 21 games so far that season. The club statement read: "Ultimately it is a results business and results to date have not met our expectations. We have therefore decided to make a change at this time. Frankie is an honest, hard-working person who deserves to succeed and he leaves us with our grateful thanks and best wishes for the future."

On 3rd February 2022 he was appointed as Academy Director as Scottish Premiership side Hearts with a " wide-ranging remit to oversee the youth system". In April 2023 it was reported that he would step up to support interim Hearts manager Steven Naismith.

Hearts won two, lost two and drew three of Naismith's games in interim charge. On 7th June Naismith was named as Technical Director as UEFA regulations prohibited him from being called manager or head coach without a UEFA Pro License. McAvoy was named Head Coach.