Her first project will be a series for ITV2, in which she will conduct a mission to find naturally beautiful women, which will see her spearheading a campaign to use "real" women in advertising.
In each episode of 'Coleen's Real Women', McLoughlin will scour the streets in search of such women for a new and high profile modelling assignment. All professional models will be barred from taking part in the programme and only total amateurs will be eligible.
Layla Smith, controller of alternative programmes at ITV, said: "I think she's the perfect face and a great personality for ITV. She's someone who's found huge recognition and yet remained completely grounded and true to herself, we look forward to her bringing a fresh outlook to ITV."
McLouglin will present a series of programmes during daytime and peak time between 2007 and 2009.
She said: "I'm absolutely delighted to be joining ITV, it is a true home of family entertainment and I can't wait to be a part of it.
"I want to give ordinary people the same opportunities I've had and persuade the most image conscious in the world that bigger doesn't necessarily mean bad."
In November, Mcloughlin became the new face of Diet Coke, matching Rooney's contract with sister brand Coke Zero. She is also the face of Asda brand George.
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