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.