Sainsbury's has appointed the former head of retail at Ocado, Jon Rudoe, as its new director of online.
In addition, the supermarket has promoted its current director of direct channels, Tanya Lawler, to the role of Sainsbury's director of digital. Lawler was previously responsible for all the channels, including online, but the new appointments represent the creation of two roles.
Reporting into Mike Coupe, the group's commercial director, Rudoe will join Sainsbury's on 11 July from online grocery retailer Ocado, where he was responsible for marketing, the website and products. Prior to this, he worked in venture capital and in consulting for Bain.
As Sainsbury's director of online, Rudoe will be responsible for the day-to-day running of the company's online grocery and non-food business.
Lawler, meanwhile, will be responsible for developing and implementing Sainsbury's digital and cross-channel strategy across the business. She joined Sainsbury's in 2007 and was previously VP of retail at Capgemini, as well as Argos Retail Group's group commercial director.
Sainsbury's has more than 120,000 online grocery orders each week. Furthermore, the company recently announced plans for developing its digital and cross-channel strategy, which includes expanding its Click & Collect service to more than 800 stores by December. This service allows customers to buy online or via kiosks in-store, and have products delivered to a shop convenient to them.
Coupe said that Rudoe will help to move Sainsbury's online objectives "to the next stage".
"He [Rudoe] has been instrumental in the recent growth of Ocado and I know he will bring the same commitment, knowledge and enthusiasm to Sainsbury's. He has all of the skills to take Sainsbury's online vision to the next stage."
He added: "Since joining Sainsbury's, Tanya has made a huge impact on our online operation and has taken it from strength to strength. She was instrumental in launching our non-food website and has overseen record growth in our online grocery service.
"This new role will enable her to focus on increasingly diverse ways in which our customers will interact with Sainsbury's in future years."
Last November, Rudoe led Ocado's deployment of Google Apps for Business for 1,250 staff, with the aim of cutting costs and improving productivity.
At the time, he said: "At Ocado we aren't afraid to challenge conventions and do things differently. We love the fact that Google Apps continues to innovate and develop new features and are excited about the benefits we expect to see across the business."