Cross will lead a press office team of seven, replacing Amanda Behrend as group PR manager, with responsibility for corporate and product PR across Sony’s range of consumer electronics. She will report to Sony director of public affairs Bill Vestey.
After nine years at Sony, Behrend has left the comms industry to go into business with her husband.
Vestey said Cross’s role would predominantly use media relations to promote new products and line up reviews for Sony’s existing range that includes Vaio Notebooks, Walkmans, MP3 players and digital TVs.
He added that Sony would continue to only employ external PR agencies on an ad hoc basis for larger projects and launches.
Cross, who takes up the role at the end of August, has spent five years as account director at PR consultancy GBC, where she worked on Nokia’s corporate account, as well as accounts for Panasonic and Easynet’s internet service provider UK Online.
She previously held positions at Grayling and Nelson Bostock.
Sony manufactures consumer electronics hardware as well as broadcast and professional products. Sister companies Sony Music, mobile phone hardware maker Sony Ericsson and Sony Computer Entertainment have their own media relations departments.
Last month the Sony Corporation announced an unexpected global operating profit of £48m for the April to June quarter after a year in which sales and operating revenues remained stable at £36.8bn in the 12 months to 31 March 2004.