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Alex Baldock

Alex Baldock

Group Chief Executive, Shop Direct

Alex Baldock joined Shop Direct as CEO in September 2012 and is spearheading its transformation from a catalogue business into a world class digital retailer.

Under Alex’s leadership, Shop Direct, the UK’s second largest pureplay online retailer, with annual sales of more than £1.8 billion, has moved into profit for the first time in a decade.


Prior to joining Shop Direct, Alex led RBS-owned Lombard, the UK’s leading asset finance company, for four years. During that time, Lombard increased return on equity by 20 points and profits fivefold, growing sales at 20% per annum in a flat market, improving employee engagement by over 30 points and customer satisfaction to market-leading levels.


He previously worked at Barclays, where he held senior line roles in corporate and commercial banking.


Previously, Alex was a management consultant at Bain & Company, Kalchas (Ernst & Young’s strategy consulting arm) and Prophet (Dentsu’s brand and marketing consultancy), advising leading
retail, FMCG, technology, financial services and private equity firms across Europe, the US and Asia-Pacific on strategy, operations, marketing and finance.


Alex, who is 44, holds a double first MA from Worcester College, Oxford. He’s also a graduate of Harvard Business School’s Advanced Management and INSEAD’s Challenge of Leadership programmes.


He is married to garden designer Amy Roberts and has four children. Outside of work, Alex is a keen sports fan and can be found cheering Chelsea on at Stamford Bridge or watching a Harlequins scrum at Twickenham.