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Booker replaces Andrea Silver, Dixon’s UK and Ireland marketing director, who has decided to leave the company to pursue other interests such as a new role as a non-executive director of charity Mind.

Joining in the summer, Booker will be responsible for Dixons Retail’s brands Currys, PC World, Dixons Travel and Knowhow in the UK and Ireland. He will also be involved in the company’s current advertising review.

Booker (right) joins the retailer from his current position at Telefonica Digital. He has been with the company since 2010, rising from general manager at O2 UK to marketing and consumer director at Telefonica, and finally to chief marketing officer for Europe at Telefonica Digital. 

Prior to this, Booker held senior marketing positions at Electronic Arts (EA) and Dunlop Slazenger.

Katie Bickerstaffe, Dixons UK and Ireland chief executive said: "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."

In December, Dixons Retail , which hit £31.4m for the six months to 31 October.