John Anderson will take over the position of UK and Ireland country head at Sony at the end of July.
Anderson joined Sony in 1990 and will be taking over from Chris Bowen, who is moving to a new role in the travel industry.
Holding a variety of senior marketing, sales and operational roles at a pan-European and country level, Anderson’s most recent role was as vice-president of home entertainment and sound, where his team worked to turn around Sony’s TV business in Europe.
Last month, Sony announced a ¥128.4 billion (£0.74bn) net loss for its 2013 fiscal year, despite seeing strong smartphone and PS4 sales.
The loss is said to be a result of the firm’s restructuring, including its exit from the PC market in February, which cost an estimated ¥80 billion (£0.46bn).
The firm has also recently announced its competitor to the Oculus Rift – the Project Morpheus virtual reality headset, which was revealed at GDC 2014.