Former Newcastle United striker Alan Shearer said he had turned down new manager Kevin Keegan's offer of a coaching role at the struggling Premier League club.

"He (Keegan) basically told me I could come in as his assistant or in any role I wanted but the timing is just not right," Shearer was quoted as saying in The Sun on Saturday. "I have not snubbed anyone or anything like that... (but) right now, I think the last thing they would need is another dominant personality, another name."

Keegan took Shearer to Newcastle for a then-world record fee of 15 million pounds (29.85 USD) in 1996 and the home-town boy was adored by the local fans as he scored a club record 206 goals, including 148 in the league.

"It needs one personality driving things forward at the club and that is Kevin Keegan," Shearer added. "It needs to be his way and, if it is, I think he can turn things round."

Newcastle have slipped to 12th in the 20-team standings after failing to win in their last seven league games. Since Keegan took over in mid-January they have failed to score a goal in three league matches, picking up just one point.

"Myself and Kevin were just too similar personalities, we are both opinionated." said Shearer. "We are both single-minded and have our ideas about how things should be done. That is not the best mix, you need to be different. So for plenty of reasons, I had to say no (to a role at the club)."

There was speculation that Shearer would give up his TV pundit role with the BBC to return to the north east, initially as a replacement for sacked manager Sam Allardyce and, after Keegan's appointment, as his former boss's number two.

Former Leeds United manager Dennis Wise joined the club late last month as an executive director with the task of bringing the best young talent from around the world to St James' Park.

Keegan already had Terry McDermott and Arthur Cox to assist him but had said he saw the 37-year-old Shearer as a future manager of the Premier League club.