Alexander David Baldock (born 21 November 1970) is a British businessman, former banker, and the chief executive (CEO) of Currys plc (formerly Dixons Carphone).
[2] He was educated at Oundle School, followed by a degree in modern history from Worcester College, Oxford.
[5] From 2008 to 2012, Baldock worked for the asset finance company, Lombard, a division of RBS Group, rising to managing director.
[6] In January 2018, Sebastian James resigned as CEO of Dixons Carphone, to run Boots UK, "in a surprise move days before it updates the City on its Christmas trading performance", and was succeeded by Baldock, who had been CEO of the online retailer Shop Direct since 2012.
[7][8] Two months into his tenure at Dixons Carphone he launched a scathing attack on his predecessor declaring that he had found “plenty to fix” at the retailer in a classic example of kitchen sinking.