The supermarket has appointed Alex Murray, who joins from the e-commerce team at Game and whose online career includes running the Berry Bros & Rudd website.
Waitrose's e-commerce director Rob Collins said: "Alex's web experience at Berry Brothers and at Game means he is ideally placed to help drive our ambitious growth plans for Waitrose Wine Direct. Following successful double-digit growth last year, Alex will continue to develop and deliver the multichannel strategy for Waitrose."
Murray said: "Waitrose symbolises everything I love in wine: quality, variety and value for money. With the UK consumer becoming ever more discerning in their choice of wines, I believe Waitrose has a unique opportunity to deliver an increasingly compelling service both online and offline."
Waitrose Wine Direct has returned to Waitrose after four years with John Lewis Direct.