Abbott will report to Kate Markham, head of UK Direct at the company. He fills the role left vacant by Annabel Venner, who was promoted to a global marketing role in September.
Abbott joined free-to-air digital satellite TV provider Freesat's launch team as marketing and communications director four years ago.
Before that, he had held senior marketing roles at Complan Foods and BSkyB. Freesat is yet to name a replacement for Abbott.
His departure comes as the brand faces tough competition in the TV market. In September, Freesat launched its 'next-generation' set-top box, which undercuts catch-up service YouView's price by £20.