O'Keefe, who becomes marketing director of DSGi, joined PC World as marketing director in June 2007 from Orange, where he was vice-president of global brand.
Burleigh, who was responsible for repositioning the Currys brand and rolling out a fresh brand identity, left the company last month without a job to go to. She joined DSGi in 2003 and spent three years as brand director before being promoted to her most recent role in September 2006. Previously, she had worked at Argos as brand controller.
Burleigh's exit comes just weeks after she oversaw an overhaul of the Currys brand, which involved giving its advertising a more humorous approach (Marketing, 24 June). It also included the sponsorship of The Simpsons on Sky1 and the introduction of the strapline 'We can help', backed by a focus on the retailer's service proposition. Currys' advertising is handled by M&C Saatchi.
A spate of recent strategic changes at DSGi are believed to be in preparation for the UK arrival of US electronics retailer Best Buy. Earlier this month Best Buy hired ex-Kingfisher managing director Kevin Styles as its UK marketing director.
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