Booker will join Dixons in the summer from his job as European CMO at Telefonica Digital. He is said to have been behind the “Be More Dog” campaign that promotes O2’s 4G service.
The appointment of Booker comes as Dixons rethinks its advertising strategy following rising sales and market share gains. The retailer called an ad review in September last year as it looks to make sure its marketing message reflects the shift to multi-channel and e-commerce.
Booker’s role will include maximising opportunities for further growth and engaging more closely with customers, says the company, as Dixons looks to “reinvigorate” its marketing approach. He will also be involved in the ad review, sitting in on the final stage and helping to make the decision on which of the last three agencies will win the account.
Katie Bickerstaffe, chief executive at Dixons UK and Ireland, says: “This is an exciting time for Currys, PC World, Knowhow and Dixons Travel as we look to revitalise our UK marketing and advertising. I look forward to working with Gary to bring our brands even closer to our customers.”
Booker brings more than 20 years of marketing experience, having previously held marketing director roles at O2, Electronic Arts and Dunlop Slazenger.
Dixon’s UK and Ireland marketing director Andrea Silver has decided to leave her job to pursue other interests, including a new role as non-executive director of UK charity Mind, the company says. Telefonica is yet to recruit a successor, but does intend to replace Booker when he leaves in the summer.