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Dixons Carphone appoints first chief digital officer and names new CIO

Dixons Carphone group CEO, Alex Baldock, said on Monday that “the world of retail is changing at an extraordinary pace”, as he announced the appointment of two new senior technology hires.

“For us to deliver our vision, we must have a clear digital strategy for our future,” he noted, while revealing Merlin Entertainments’ chief digital marketing & information officer, Mark Allsop, will join the electronics retailer as its first chief digital officer.

He also welcomed Dyson’s Andy Gamble as the group’s CIO – a move to replace Leonidas Athanasiou, who has decided to leave Dixons Carphone due to personal reasons. Athanasiou will continue to lead the IT teams until Gamble joins in 2020, and he was thanked by the CEO for his role in the company’s digital transformation to date.

From the new year, Allsop will head up the IT, eCommerce, data management, and information security teams, creating what the retailer described as a “centre of excellence for the colleague and customer IT and digital experience”.

At Merlin, which owns Alton Towers, London Eye and Madame Tussauds, Allsop created ‘Merlin Digital’ which brought together the business’s eCommerce and digital customer experiences. He has also previously led global SAP implementations and significant IT transformation programmes.

“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,” Baldock explained.

“He will bring additional digital experience and resource to our discussions and decisions at the most senior level.

Gamble, who will report into Allsop, worked at Sony and Essentra prior to taking the CIO position at Dyson.

“Andy has over 20 years’ experience at some of the world’s most innovative tech companies,” noted Baldock.

“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.”

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