Educated at Ysgol Gyfun Ystalyfera, he studied economics at Aberystwyth University.
Jones was a commissioning executive and was part of the launch team at S4C in 1982, remaining at the channel until 1985 when he joined ITV as a unit manager in its entertainment division.
From 1987 to 1989 Jones was an independent television producer, before returning to S4C as director of its business and international arm.
Jones left STV later in 2000 to become deputy managing director of Granada's international division until 2004.
From 2004 to 2007 Jones was president of National Geographic TV International, and subsequently held roles at Target Entertainment Group and A&E Networks before being appointed S4C's chief executive in October 2011.