Radcliffe’s role encompasses marketing strategy and brand development across all platforms – overseeing the viewer and trade marketing teams, media planning, ITV Creative and continuity, as well as research and customer insight.

He reports to Peter Fincham, director of television, who said: “Rufus has a terrific track record as a creative marketer working across a range of programmes, channels and digital services. Continuing to build and develop the success of ITV’s brands is a core part of our ongoing transformation plan.”

The transformation plan was initiated by ITV chief executive Adam Crozier in August and aims to reposition the company to adapt to changes in technology and the creation of new content and distribution channels which have eroded ITV’s core proposition of free-to-air broadcasting.

“As the transformation plan gathers momentum it feels like the perfect time to join,” said Radcliffe. “I can’t wait to work with Peter and all the ITV team on bringing his creative vision to life to all of ITV’s audiences.”

Radcliffe spent 10 years at Channel 4, and was latterly responsible for all programme and brand marketing activity across C4, E4, More4, Film 4 and 4OD. Prior to that he worked in account management for advertising agencies, J Walter Thompson and McCann Erickson.