Alex Baldock joined the Board as Group Chief Executive of Dixons Carphone on 3 April 2018. Dixons Carphone is one of Europe's leading specialist electrical and telecommunications retailers and services companies, employing over 41,000 people in nine countries. Alex was Chief Executive of Shop Direct from 2012 to early 2018, enjoying four consecutive years of growth with record profits, customer satisfaction and people engagement. Prior to that, Alex led Lombard, the UK’s leading asset finance company, and held senior roles at Barclays, Bain & Company, Prophet and Kalchas. Alex holds a double first MA from Worcester College, Oxford and is a graduate of Harvard Business School’s Advanced Management and INSEAD’s Challenge of Leadership programmes.