Barry Louth, who has worked at BT for over four years, will join BSkyB on Monday 21 March and report to Andrew Mortimer, director of media strategy and planning.
He will work on developing media strategy for the Sky brand and its “broadening” products and services. He will also work closely with agency partner Mediacom.
Prior to working at BT, Louth was at media and communications agency PHD for 8 years and held the role of media group manager.
Louth replaces Steve Beckett who is now head of cycling and is in charge of the relationship with the British Cycling Association on Team Sky.
Earlier this year, BSkyB launched new entertainment channel Sky Atlantic HD (pictured) which features US imports such as Mad Men, The Wire and Broadwalk Empire. It was launched with a TV ad starring Dustin Hoffman.
The new channel launch came shortly after BSkyB acquired the Virgin Media Television subsidiary, adding content from Living, Bravo, Channel One and Challenge to its portfolio.
BSkyB is currently 39% owned by NewsCorp but Rupert Murdoch’s media company is currently bidding for the 61% it does not already own.
Yesterday media companies wrote a collective letter to MPs, urging the matter to be forwarded to the Competition Commission on media plurality grounds.