He will fill the role left open by the departure of Jim Hytner, who left to become ITV's marketing and commercial director in September.
Dawn Airey, chief executive of Channel 5, said: "I'm thrilled we have been able to attract someone of David's calibre to fill this crucial role in the company."
Pullan is currently vice-president, marketing and digital channels at MTV Networks, UK and Ireland.
He joined MTV in 1999 as vice-president marketing, communications and on-air and was promoted to his new role in June 2000.
Before MTV he worked in the music industry at BMG Entertainment UK, as executive assistant to the chairman and then as marketing director of Deconstruction Records. He was a business analyst at McKinsey & Company between 1989 and 1991.
Pullan said, "[Channel 5] has a great track record in its short history and a very bright future. This is a period of transition for Channel 5 and a great time to get involved in driving the business forward."
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