At Sainsbury's, Ground was responsible for bringing in celebrity chef Jamie Oliver to front its successful advertising campaign.
Ground joins from online home maintenance subscription business , where he held the post of marketing director before being promoted to managing director.
Ground will be responsible for extending the growth of LoveFilm.com in the UK. It also operates in Sweden, Norway and Denmark and has recently launched in Germany.
He will focus on growing the current UK customer base from 350,000 to more than 1m and will be responsible for increasing strategic partnerships with other big brands and companies. Current partners include AOL, Tesco, Odeon and Vue cinemas.
Ground said: "I am excited at joining the company and helping to create one of Europe's largest home entertainment brands. Our potential is enormous."
After three years in the UK market, LoveFilm now accounts for over 20% of all DVD rentals. For the previous two years, the online service has won the British Video Association's award for the UK's Best Rental Service.
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