Sansom's new role encompasses customer acquisition and retention, e-commerce and catalogue production.
He previously worked with the world's second largest e-tailer, Otto Group, where as business development director, he launched fashion brand .
Sansom's other work experience includes marketing and commercial roles at Kingfisher, Freeserve and Littlewoods Shop Direct.
He was also responsible for Comet's first e-commerce website and for building a multi-channel strategy for Shell International.
Sansom said: " is a great brand which, together with the backing of a private equity business and its internet-based value proposition, makes it an exciting time to join the company."