Steve Clarke has been sacked as West Brom manager, the BBC reports.
The sacking comes after Albion's 1-0 defeat to Cardiff meant that the Midlands side have now lost four games in a row, and sit just two points clear of the relegation zone.
West Brom have struggled for form throughout this calendar year, winning just seven of their thirty-four games in 2013.
Clarke achieved West Brom's highest ever Premier League finish of eighth last season but since Romelu Lukaku's loan finished they have struggled to find goals this season.
Joint-assistant manager Keith Downing will take charge of affairs until a new head coach is found and other assistant Kevin Keen has also be dismissed. Clarke and Keen will remain on the club payroll for the time being.
West Brom sporting and technical director Richard Garlick said: "We have reluctantly come to the decision to relieve Steve of his duties after very careful consideration.
"It has been well documented that we have not had the rub of the green in certain games this season but that does not cloud the generally disappointing points return during this calendar year.
"This club's track record proves we do not take such decisions lightly, having only enforced a change in this position three times in approximately 14 years.
"But with key games coming thick and fast, we felt it was important we acted now to give the club the best possible chance of a successful outcome this season.
"Our player wage bill is the highest in the club's history and we feel we have built a squad capable of being very competitive in the Premier League."
Clarke - who arrived at The Hawthorns in June 2012 - would have been out of contract at the end of the season, and becomes the fourth managerial casualty in the Premier League this campaign, with all four of those teams in the division's bottom five places.
West Brom's search for a new manager starts now.
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