Baldock started his career as a management consultant at Kalchas, before joining
Barclays. From 2008 to 2012, Baldock worked for the asset finance company,
Lombard, a division of RBS Group, rising to managing director. In January 2018,
Sebastian James resigned as CEO of
Dixons Carphone, to run
Boots UK, "in a surprise move days before it updates the City on its Christmas trading performance", and was succeeded by Baldock, who had been CEO of the online retailer Shop Direct since 2012. Two months into his tenure at Dixons Carphone he launched a scathing attack on his predecessor declaring that he had found “plenty to fix” at the retailer in a classic example of kitchen sinking. He is a
Conservative Party donor. He is paid £1 million per year as CEO of Currys plc. ==Personal life==