Green was previously director of e-commerce at Virgin Media and has also serves as head of consumer online at BT.
The BBC confirmed it will launch BBC Store next year, with the ultimate aim of fully integrating it with BBC iPlayer, as reported by Digital TV Europe last month. Green will join BBC Worldwide in December.
BBC Worldwide has also named Sarah Holt as vice-president of marketing for BBC Store. She is currently head of brands and global campaigns with BBC Worldwide’s brands and content team.
“Jonathan brings with him invaluable experience won with some of the biggest players in digital which puts him in an ideal position to launch our ambitious new platform,” said Marcus Arthur, managing director, BBC Worldwide, UK and ANZ.
“Through BBC Store we will be making available a far greater variety of BBC programmes across all genres for consumers to discover, buy and keep. As well as favourites like Doctor Who, Top Gear and landmark natural history series they’ll be able to buy programmes which we haven’t previously been able to release including gems from the BBC’s extensive television programme archive.”