Shepherd, previously Sky's customer marketing director, will report to BSkyB's director of sales and marketing Jon Florsheim.
The new role for Shepherd will see him take responsibility for Sky Active, Sky.com and Sky Text.
Shepherd has been with Sky for over six years and has spent the last four in the customer marketing director role, where he was responsible for reducing customer churn and product sales activity.
Florsheim said: "Ian is an astute and entrepreunerial executive. His knowledge of Sky's customers will be key to creating further growth in our interactive businesses and maintaining their reputation for innovation and customer appeal."
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