Trinder fills a role made vacant by the departure of Mark Butterfield earlier this summer and will report to Justin Sampson, the ITV Sales director of customer-relationship marketing.
Trinder was one of more than 20 people initially interviewed by Sampson for the position. He was the only candidate with an advertiser background from the final shortlist of five, the rest being senior account executives from creative agencies.
Sampson said: "Having someone with direct experience of working for an advertiser is new. He bought into my vision of advertiser relations and has clear views on how this should be achieved."
Trinder joins ITV Sales in January and will be responsible for developing long-term, meaningful relationships with advertisers and showing how the ITV portfolio of channels can help clients to achieve their communications goals.
Trinder joined Woolworths in 2002 as part of the management team parachuted in by its new chief executive, Trevor Bish-Jones. Trinder previously worked in marketing communications roles at Sainsbury's, Safeway and Hasbro, where he developed TV content for the US market. He has been a member of ISBA's television action group, which he currently chairs, for more than four years.
"ITV is a great business and a great brand. The opportunity to be part of, and to help shape, a new way of working both internally and externally was a big factor in my decision to join the organisation," Trinder said.
His appointment is the latest in a series of initiatives intended to make the ITV Sales operation more customer-centric. Sampson has carried out an audit of attitudes towards ITV customer service and has appointed The Foundation, a consultancy specialising in customer-responsive strategy, to work alongside the ITV Sales internal CRM Working Group.
ITV is still looking for a marketing director although Trinder will assist Sampson on developing trade marketing campaigns.