He joins ITV from AOL Europe where he was director of insight, foresight & media innovation.
Wollen said: "It's fantastic to be joining ITV at such an exciting and significant time in the development of its marketing and branding strategy."
Previously Wollen worked as head of marketing & strategy at Yahoo! Mobile Europe and as associate director at The Henley Centre.
Wollen will report to David Pemsel, ITV's group marketing director.