Alex Baldock joined the Board as Group Chief Executive of Dixons Carphone on 3 April 2018. He was 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 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 improve multi-channel experience.