Halliday, who has worked at Londis since 1998, will take on the role for six months.
As head of marketing for Londis, Halliday is responsible for identifying key sales and profit opportunities for retailers through all retailer and consumer marketing communications.
While Halliday steps into Rice's role, his responsibilities will be taken over by Londis brand manager Loretta Freeman. She is currently responsible for co-ordinating marketing campaigns for the Londis brand and assisting in the development of the Londis brand strategy.
She said: "Ross has taught me everything that he knows about wholesale marketing so I feel confident about stepping into the role with his support."