Retail
10 consumer electronics retail experts
These ten professionals have run consumer electronics categories, buying or merchandising at electronics and online retailers. A reader can learn how retailers manage consumer electronics categories and buying decisions.
Professionals to explore
01—10Alistair Baldrey
LinkedInExperience: Director - Consumer Electronics · Amazon
Director - Consumer Electronics at Amazon since September 2021. Other Amazon roles include Director - PC IT, Office, Musical Instruments and EU Insurance (2020–2021), Category Leader, General Manager - PC IT and Office (2017–2019) and Head of PC Hardware (2015–2017). The listing tags the current role in Sales at Director level.
Andrew Wilson
LinkedInExperience: Category Director Mobiles · Currys plc
Category Director Mobiles at Currys plc, which the listing describes as an omnichannel tech retailer, since April 2021. At Dixons Carphone the profile lists Hardware & Connectivity Buying Director - Mobiles (2019–2021), and it also lists Buying & Category Director - Mobile Phones and UK Buying Director - Mobile Phones there without end dates.
Craig Mackie
LinkedInExperience: Merchandise Director - Hardware · JB Hi-Fi
Merchandise Director - Hardware at JB Hi-Fi since October 2016 and General Manager - Computers, Telco and Home at JB Hi-Fi from 2008 to 2016. The profile describes responsibility for JB Hi-Fi product procurement, management and merchandising of all products available for retail sale, working with the merchandise team.
Doug Campbell
LinkedInExperience: Head of Total Consumer Electronics and Amazon Vendor Services · Amazon
Former Head of Total Consumer Electronics and Amazon Vendor Services at Amazon (2023–2024). Other Amazon roles include Head of Wireless, Camera and Apple (2022) and Senior Vendor Manager (2019–2021), and the profile lists Head of Category - TV, Audio-Visual & Imaging at Panasonic Australia (2016–2018). It describes general management work in consumer electronics, retail and e-commerce, including P&L management, joint business planning and product launches.
Henrik Schmidt
LinkedInExperience: Head of Category - TV · Currys plc
Head of Category - TV at Currys plc since October 2021. At Dixons Carphone the profile lists Head of Category, TV & Imaging (2018–2021), Head of Category - TV & Accessories (2017–2018), Head of Category - Imaging (2015–2017) and Category Manager - Laundry & Dishwashing (2012–2015).
Jason Spry
LinkedInExperience: Associate Director - TVs · Best Buy
Former Associate Director - TVs at Best Buy (2012–2016). Other Best Buy roles include Category Lead, Sr. Manager since 2021, Sr. Merchant - Digital Imaging (2017–2020) and Sr. Merchant - Strategy, Growth & Innovation New Category Development (2016–2017). The profile describes a category management leader with 26 years of experience at Best Buy.
Kevin Walmsley
LinkedInExperience: Head of Category - TV & Entertainment Consumer Electronics Mobile · AO
Head of Category - TV & Entertainment Consumer Electronics Mobile at AO since January 2022. At AO the profile also lists Category Manager - TV & Entertainment (2020–2022) and Senior Category Buyer (2013–2020), plus Category Manager at Dixons Retail Ltd - Equanet (B2B Division) (2011–2013). The profile describes a category manager and buyer delivering profit, cost savings and growth for global brands.
Rajeev Singh
LinkedInExperience: Vice President ( Buying) - Home & Kitchen Appliances, TV & Home Audio · Croma
Vice President ( Buying) - Home & Kitchen Appliances, TV & Home Audio at Croma since June 2025. Other Croma roles include Head of Buying - Home & Kitchen Appliances, TV & Home Audio (2021–2025), General Manager - Appliances Business (2018–2019) and General Manager - Telecom, Wearables, Imaging and Gaming (2012–2018).
Rob Maule
LinkedInExperience: Head of Buying & Trading - Mobile & Attach Hardware · Currys plc
Head of Buying & Trading - Mobile & Attach Hardware at Currys plc since April 2021. At Dixons Carphone the profile lists Head of Buying - Mobile (2016–2021), Senior Buying Manager - Mobile (2015–2016) and UK Senior Buyer - Mobile (2013–2015). The profile describes building and maintaining strong relationships with some of the world’s biggest manufacturers.
Russell Parr
LinkedInExperience: Trading Director - Mobiles, Sims and Accessories · Currys plc
Trading Director - Mobiles, Sims and Accessories at Currys plc since May 2021. At Dixons Carphone the profile lists Category Director - Mobiles, Sims & Accessories (2019–2021), Category Director - Pay Monthly (2017–2019), Category Director - Sim Free, Sim Only and Pay As You Go (2016–2017) and Head of Category - Pay Monthly (2013–2016).
Choose the right perspective
Match the person's category to your question, since TVs, mobile phones and computing each have their own brands, launch cycles and margins. Also consider whether you need someone from a store-based electronics chain or from an online marketplace, because ranging and vendor terms differ between them.
Questions to take into the conversation
- 01How do you decide which brands and models to range in a consumer electronics category each season?
- 02How do you negotiate with large electronics brands on cost, promotions and exclusives?
- 03How do you balance store and online sales when planning a consumer electronics category?
Reaching consumer electronics retail experts
How can I contact one of these consumer electronics retail experts?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 6 companies, including Amazon, Currys plc and JB Hi-Fi, based on profile data retrieved on October 3, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach consumer electronics retail experts?
You choose the offer, starting at $5 per person. It includes Instant Expert's 20% fee, so an offer that pays the person $100 costs you $125. You're charged only when the person books the call or sends the answer.
What if they don't reply?
You pay nothing. Instant Expert sends follow-up reminders, and if the person hasn't booked or answered within 7 days, the request expires and any hold on your card is released. You can invite several of the 10 people on this list at once and cap your total spend, so you pay only for the ones who accept.
About this directory
This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot and may describe past or present roles. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.
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