Alex joined the board as Group Chief Executive of Dixons Carphone in April 2018, having been Group Chief Executive of Shop Direct from 2012 to early 2018. Prior to that, Alex was Managing Director of Lombard (a division of Royal Bank of Scotland), and was Commercial Director and Corporate Director at Barclays Bank. His earlier career included consultancy roles with Bain & Company and Kalchas. Since becoming CEO, Alex has overhauled Dixons Carphone’s management team and implemented a new business strategy at the UK’s largest mobile retailer. He has sought to renegotiate operator relationships, improve customer service and make better use of the company’s data assets in order to deliver an improved multi-channel experience.