He joins weeks after the division expanded with the acquisition of business-to-business analytics company pH Group.
Pullen said: "My new role will enable me to play a wide ranging and integral part, working closely with the leadership team and alongside our people to enhance the entire customer experience and to deliver intelligent, value-add solutions that meet customer needs."
Prior to joining Equifax, Pullen worked for Coca-Cola, including a stint as chief finance officer of the German division.
The Experian managing director post was previously held by Richard Lloyd, who quit last November.
In June, Lloyd announced the launch of B2B specialist agency Cyance, which he set up with Shane Redding, owner of consultancy Think Direct, and Mike Housley, former managing director of LBM's business data division.