The unit, ITV Interactive, sees the two ITV partners pushing ahead with plans to merge their operations as the £2.5bn move is being investigated by the Office of Fair Trading.
Mick Desmond, joint managing director of ITV, said: "This is an exciting development for ITV and an important step forward in the evolution of the ITV brand. Jane has the vision and experience to lead the next phase of interactive development for ITV."
ITV Interactive was first mooted last month, when Carlton Active was axed along with its 24 staff.
All staff were invited to apply for jobs at the new division, including Marshall, who is believed to have been up against competition from Granada Sport & Interactive controller Justin Judd. However, Judd will stay at Granada, to continue running its Sport & Interactive division.
So far Marshall, who takes on the title of ITV Interactive controller, has appointed Andrew Kearney as head of creative and content, and Clive Malcher as head of technology. Details of the rest of the team will be announced as appointments are made.
Marshall said: "I'm delighted to be leading ITV's interactive operation into the next phase. ITV is uniquely placed to lead the commercial market in mass-appeal interactive extensions to its programming and to drive the interactive advertising market. The foundations are in place for an exciting growth business for ITV and I look forward to taking the operation forward."
ITV Interactive will work with genre and channel controllers and producers to integrate interactive content into the network's output. It will also look at developing interactive advertising opportunities. However, unlike Carlton Active and Granada's interactive operation, production work will be farmed out to third parties.
Clive Jones, joint managing director of ITV, said: "The creation of this new division will result in a more coherent interactive focus for ITV. It is a direct benefit of closer cooperation between Carlton and Granada and signifies a more streamlined and effective approach."
Interactive advertising sales will be handled by the respective airtime sales houses at Carlton and Granada.
The news follows ITV's agreement with BSkyB earlier this year to launch a range of interactive services on Sky Digital.
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