The role is a newly created position as online retail gets ultra competitive.
In the past year, JB Hi-Fi is just one of a number of new entrants into the appliance market, one of the only major growth sectors in electronics at present.
AO new Marketing boss has a plethora of online experience and previously worked as Marketing Manager at the company in 2009.
His most recent position was at 'Compare the Market', where he headed up marketing and technology.
He has also worked with online retailers across various industries, including Tribal DDB in performance marketing, Westpac New Zealand in online strategy and as business development manager for search engine marketer First Rate and TMP Worldwide.
John Winning, CEO said appointment is a great asset for Appliances Online, which is currently experiencing strong growth.
"As we operate in a highly competitive industry, it's essential we stay top-of-mind for Australians and continue to demonstrate our exceptional customer service as a key differentiator.
"James' knowledge and experience with marketing technology will prove vital in ensuring that Appliances Online strengthens its national brand awareness and continues to achieve solid growth."