Rudoe will take on a newly created director of online, digital and cross-channel role and will be responsible for digital strategy across the business.
He will join the supermarket’s group development division and report to Luke Jenson, group development director.
Sainsbury’s is aiming to “maximise new and existing opportunities” within digital to improve the shopping experience for customers.
The supermarket’s digital media business, which includes ebooks, music streaming and online video and the development of its Scan and Go mobile trial will fall under Rudoe’s remit alongside its core online grocery operations.
Rudoe joined Sainsbury’s in 2011 from Ocado where he was head of retail with responsibility for marketing, online and products.
Jenson says: “Maximising new and existing opportunities in the online and digital space is a key part of our long-term strategy for growth. We’re focused on finding new ways to deliver a compelling digital experience to customers across a range of products and services, from eBooks to Mobile Scan and Go.”
Sainsbury’s and rival Tesco are both vying to move into the competitive digital entertainment market.
Tesco recently boosted the senior management of its Blinkbox digital entertainment division poaching Sainsbury’s head digital entertainment division Mark Bennett to head up Blinkboxmusic. Facebook’s head of retail also joined too head up its ebooks division Blinkboxbooks.