Shaw, the former EMEA head of Universal McCann, will lead Discovery's attempt to build revenue in areas such as sponsorship and brand partnerships. He will also take charge of managing ad sales in each market, which includes the renegotiation of Discovery's UK ad sales contract.
Speculation suggests Sky Media will retain this contract after seeing off interest from the likes of Five. However, Shaw said that the process of awarding the contract was "still progressing".
Shaw is Discovery's latest senior hiring after it was announced earlier this month that Dee Forbes, the Turner Broadcasting executive, would replace Dan Brooke as the UK managing director.
Shaw, who has worked on a consultancy basis for Discovery when he was the head of commercial strategy at 19 Entertainment, worked at Universal McCann for 11 years, running operations in the UK and then Europe.