Mark Allsop will join the executive team from Merlin Entertainments in the newly created role of chief digital officer, while Dyson executive Andy Gamble has been appointed as the retailer’s new chief information officer.

These are significant hires for Baldock, who plans to bring together Dixons Carphone’s IT, ecommerce, data management and information security teams under the leadership of Allsop when he joins in the New Year.