Sainsbury’s has expanded the remit of online director Jon Rudoe to encompass digital growth in new channels.

Harvard graduate Rudoe, who joined Sainsbury’s from etailer Ocado in 2011, now holds the position of director of online, digital and cross-channel for the company’s digital strategy, all online channels, digital businesses and mobile channel.

He will report to group development director Luke Jensen, who heads the group development division.

Sainsbury’s has rapidly expanded its online offer in recent years, building online entertainment, music and ebook businesses.

Jensen said: “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 & Go.”

Rudoe added: “Our goal is to make our customers’ lives easier and deliver the best shopping experience – whether in store, at home or on the go. There’s a huge opportunity in this fast-changing part of our business and I’m excited to take on the challenge.”