Rufus Radcliffe is leaving his role as marketing controller for Channel 4 to join ITV as group marketing and research director.

After a decade at Channel 4, Radcliffe will now lead ITV's marketing strategy and brand development across all platforms.

He will oversee the viewer and trade marketing teams, media planning, ITV Creative and continuity as well as research and customer insight.

His new boss Peter Fincham, ITV's director of television, said: "Continuing to build and develop the success of ITV’s brands is a core part of our ongoing Transformation Plan.  

"Rufus will have a pivotal role to play and is an exciting addition to our team.”

At Channel 4 Radcliffe oversaw all programme and brand marketing activity for the broadcaster and its sister stations E4, More4, Film 4 and 4OD.

He led high-profile programme campaigns for shows such as This is England 86, The Inbetweeners and Misfits.

"After ten unforgettable years at Channel 4 the chance to market ITV, one of Britain's biggest and best loved brands, was too good to turn down," Radcliffe said.

"As the transformation plan gathers momentum it feels like the perfect time to join."