Pemsel, who joined ITV as the marketing director in October 2005, will assume responsibility for ITV's overall marketing strategy across all on- and off-air ventures for all ITV channels, trade marketing, media planning and programme publicity.
Before joining ITV, Pemsel was the chief executive of the creative agency Boymeetsgirl. He was a managing partner at St Luke's, and worked in senior marketing roles at Ogilvy & Mather and Shine.
Pemsel said that his promotion comes at a crucial time for the broadcaster, with the increase of viewer choice through digital channels.
"ITV has transformed itself from a one-channel linear broadcaster to a multichannel, multimedia business; the challenge for me and my team is to develop a fully rounded marketing strategy that unifies all areas of the business, from our successful portfolio of digital channels to ITV.com as well as ITV1."
Salmon departed the role in December last year, having spent two years with ITV. She joined the broadcaster from the AA, where she was the managing director for financial services, to replace the previous marketing director, Jim Hytner. He had moved on to become the group marketing director at Barclays.