Brad Arthur received an unwanted early birthday present after the Eels board advised the club's longest serving coach that his services had been terminated.
Arthur, who turns 50 on May 21, took the Eels to a grand final just two years ago but directors decided that he was no longer the coach they believed could end the club's 38-year premiership drought.
Former Sea Eagles and Bulldogs mentor Trent Barrett, who was an assistant to Arthur, will take over as interim coach for the remainder of the season.
However, the Eels are likely to consider other candidates for the job from 2025, with Michael Maguire, John Morris, Justin Holbrook, Jason Ryles, Josh Hannay, Michael Cheika, Jason Demetriou, Brian McDermott and Steve McNamara among the possible coaching targets.
The decision coincides with the expected finalisation of a deal between South Sydney and Wayne Bennett, who has made clear that he is committed to the Rabbitohs for the next three seasons.
"It was the view of the Board and CEO that the progress of our NRL team has stalled. Our goal is to win premierships and it is time for the club to go in a new direction," the Eels confirmed in a statement.
"We wish Brad and his family the very best in the future and we are very grateful for his services to the club."
Storm v Eels – Round 11, 2024
Arthur took over from Ricky Stuart as interim coach in 2012 and has been head coach since the start of the 2013 season – guiding the team to their first finals series in eight years in 2017 before featuring as runners-up to Penrith in 2022.
A disappointing season last year, which saw the Eels fail to make the finals, has been compounded by a tough start to 2024, with the blue and gold sitting 14th on the ladder after just three wins in the opening 11 rounds.
During his 263 games in 11 years as Parramatta coach, Arthur developed a close relationship with his players - many of whom considered him a father figure.
However, the Eels are desperate to add another premiership to the titles they won in 1981, 1982, 1983 and 1986, with their drought being the longest of any club in the NRL.
Arthur, who last season surpassed Brian Smith (1997-2006) for the most games as Eels coach since the club was founded in 1947, was contracted until the end of the 2025 season.
The decision to terminate his services are believed to have taken Arthur by surprise as declared after the loss to the Storm that he retained the support of the Parramatta board.
"You know, the facts will be there at the end of the year," Arthur said. "I've never walked away from a fight and we're going to keep fighting hard.
"We're five minutes after the game, but there hasn't been any indication from the club towards me [of a desire for a change of coach].
“All they want to do is get around us and support myself, and the coaches and the rest of the staff and the team.
“But at the end of the day, what matters is what we're doing on that field for 80 minutes and it's not good enough at the minute.
"The facts are that we're not playing well enough and I'm the head coach of the team."
The Eels have been without star halfback Mitchell Moses and captain Clint Gutherson due to injury in recent weeks.
After giving up eight tries to a Storm side who themselves were missing several key players and lost five-eighth Cameron Munster late in the first half, Parramatta have averaged 29 points conceded through their opening 10 games.