Green joined the commercial arm of the BBC in November 2014 as managing director of Store, its first ever digital download service.
However, faced with the growth of streaming services like Netflix and Amazon, BBC Worldwide was forced to shutter the service after just 18 months.
Green, who was previously director of e-commerce at Virgin Media and head of consumer online at BT, will join the Direct Line Group (DLG) on 1 March.
Mike Holliday-Williams, managing director of personal lines at Direct Line Group, said: “Jonathan brings a wealth of experience of digital delivery and all aspects of ecommerce and marketing, having created digital strategies and grown online presence for some of the UK's best-known customer brands, such as BT, Virgin Media and the BBC.
“I was really impressed how Jonathan's focus on customer centricity delivered significant improvements in customer experience and commercial outcomes for the brands he worked for. Jonathan was attracted to DLG by our rapid progress in digital which we have achieved over the last few years and I'm sure he will bring new ideas and enthusiasm into the digital team that will be at the forefront of driving forward DLG's future plans."