The newly created role will see Rowland working alongside group general manager, Terry Larkin, to increase brand awareness with customers, suppliers and staff.
The appointment is part of JJ Foodservice's continued growth strategy, which has seen a raft of new internal promotions over the past 24 months, including chief sales officer, head of operations, chief technology officer, and chief products officer.
The group achieved sales of £201m in 2018 and has grown its team to almost 900 staff across 11 branches, following the opening of three new branches and new Amazon-style ordering technology that has attracted a record number of customers.
Larkin said: "We are delighted to appoint Elit in a newly created position which will support the growth of our business through new projects. Elit founded the Women in Wholesale initiative which will no doubt add great value to our recruitment drive."
Rowland added: "I am extremely excited about joining the JJ family – the business has shown incredible growth and resilience over the years and continues to deliver industry-leading technology to improve service. I am very lucky to join such a talented team."