Sainsbury's supermarket has promoted its online director Jon Rudoe to its operating board as supermarkets prepare to do battle in the digital world.
The 35-year-old executive, who joined Sainsbury's from Ocado in July 2011, will become digital and technology director at the retail as rivals including Tesco and Morrisons step up their online strategies.
The promotion is in recognition of the growing importance of online and ecommerce to the chain which last year announced it has grown online sales to over £1 billion.
Rudoe has lead the grocery and non-food business since he arrived and in March last year took responsibility for the digital strategy including development of Click and Collect, Digital Entertainments, Mobile Scan & Go and the Digital Experience team.
His role will encompass that of IT director Rob Fraser who announced previously his intention to leave next month.
Rudoe said: 'I'm excited to be given the chance to take our digital engagement to the next level - this move reflects the increasing importance that we're placing on technology and digital sales channels. Technology is a key part of our future vision, right across the customer experience and as a vital tool for our 157,000 colleagues, and I want to put it at the heart of everything we do to serve our customers.'
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