Dixons Carphone welcomes new execs to bolster digital team

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Dixons Carphone Mark Allsop Alex Baldock
Both roles will report directly to Dixons Carphone CEO Alex Baldock
// Dixons Carphone makes 2 new senior leadership appointments
// The company poached Merlin Entertainments chief digital marketing & information officer Mark Allsop as CDO
// Former Dyson CIO Andy Gamble joins as CIO

Dixons Carphone has appointed two new executives to help bolster its digital transformation.

The Carphone Warehouse and Currys PC World owner poached Merlin Entertainments chief digital marketing and information officer Mark Allsop to the newly-created role of chief digital officer, while Andy Gamble joins from Dyson as chief information officer.

Both roles will report directly to Dixons Carphone chief executive Alex Baldock.


READ MORE: Dixons Carphone invests £4m to improve customer service


The appointments are in response to “the world of retail changing at an extraordinary pace”.

“For us to deliver our vision, we must have a clear digital strategy for our future,” Baldock said.

“We need our technology and digital capabilities to work harder for us and for our customers to create amazing experiences.

“Mark is a creative and innovative leader and joins us from a business that really knows how to create memorable, immersive experiences for its customers. He will bring additional digital experience and resource to our discussions and decisions at the most senior level.

“Andy has over 20 years’ experience at some of the world’s most innovative tech companies. His delivery of customer-centric end-to-end technology has been achieved with strong business partnerships and a focus on scalable, simplified and standardised platforms.”

In late September, Dixons Carphone opened a new customer service training centre to offer its colleagues an additional 400,000 hours of training.

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