Dixons has hired former O2 marketer Gary Booker as chief marketing officer for the UK and Ireland.

Booker, who has held roles at O2, Electronic Arts and Dunlop Slazenger, replaces Andrea Silver who will leave the business to pursue other interests, including a new role as non-executive director of UK charity Mind.

Booker has been with Telefonica Digital since 2010 and has held a number of roles, latterly chief marketing officer for Europe at Telefonica Digital. 

He will join the Currys and PC World owner in the summer following a handover period from Silver.  

Dixons UK and Ireland chief executive Katie Bickerstaffe said: “I’m grateful to Andrea for her contribution and commitment in recent years and wish her all the best in her future endeavours.

“This is an exciting time for Currys, PC World, Knowhow and Dixons Travel, as we look to revitalise our UK marketing and advertising. Gary brings a wealth of experience with him from previous roles at O2, Electronic Arts and Dunlop Slazenger and I look forward to working with him to bring our brands even closer to our customers.”