David Pemsel will oversee the strategy, replacing Clare Salmon in the role of group marketing director.
Pemsel joined ITV in October 2005 as marketing director. He was previously chief executive of creative agency Boymeetsgirl and managing partner of St Luke's.
He will oversee ITV's promotional strategy, including on- and off-air activity for the broadcaster's branded channels, trade marketing, media planning and programme publicity.
Clare Salmon, who was previously managing director of financial services at the AA, left the broadcaster at the end of last year.
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