The outgoing CEO will join Telstra after seven years at the Special Broadcasting Service.
Michael Ebeid will join Telstra as part of a major company restructure only two weeks after announcing he would step down as managing director of SBS.
Mr Ebeid, who has led the company since 2011, and also spent 10 years at Optus, said he was looking forward to helping Telstra reach new heights.
Under Mr Ebeid's leadership, SBS launched On Demand, along with the Food Network and NITV free-to-air.
He struck an exclusive content deal with VICE as well as securing rights agreements for the FIFA World Cup and Tour de France and deals for the English Premier League and A-League.
"The decision to step down as the Managing Director of SBS has been one of the most difficult decisions I’ve made. SBS is truly the most inspiring organisation I’ve had the privilege of being a part of and our team is the most passionate and committed I’ve worked with in my career," he said.
"For me, returning to a telecommunications company gives me the chance to utilise the skills and expertise I have developed over my 30 year career for a new challenge. Like the media sector, the telecommunications sector is going through major change and disruption, but it is also on the cusp of bringing Australians the latest technology to connect to each other and the world."
Telstra CEO Andrew Penn released a statement to the ASX on Monday to signal a major shake-up of the leadership team, which will come into effect from 1 October 2018.
“I am excited to be announcing three significant external hires today. Both Michael Ebeid and Nikos Katinakis bring with them significant experience across a range of industries, including telecommunications, and will be instrumental in Telstra’s transformation. We will announce the identity of our new head of Product and Technology shortly,” Mr Penn said.
The raft of management changes includes Robyn Denholm moving to the role of chief financial officer following the departure of Warwick Bray.
The telco giant said that Brendon Riley will become the chief executive of its new infrastructure division, Telstra InfraCo.
In addition to Mr Bray, three other executives are leaving Telstra, Stephen Elop, Will Irving and Joe Pollard.