Shop Direct's new CEO to take up role on 14 May
He will take over from interim chief executive Derek Harding, who will work closely alongside Birch in his role as group finance director.
Currently chief executive of Rank Group, Birch has led Rank through a wide-reaching strategic overhaul to create the UK’s largest multichannel gaming operator. Prior to joining Rank, he spent four years as chief executive of William Hill Online where he launched the company’s mobile business.
Other previous positions include management roles at Leisure & Gaming, BettingCorp, Time Warner, Turner Broadcasting and Riffage.
Last month Shop Direct unveiled plans to exit its fulfilment sites in Greater Manchester as part of plans to upgrade its fulfilment capabilities. The move will put 2,000 jobs at risk.
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