Pullan's decision to quit as the director of marketing and communications at five was announced this week. His departure follows the recent defection of the deputy chief executive of five, Nick Milligan, to Sky Media as its managing director.
Pullan, who joined five in 2002, is to be the managing director of FHM Worldwide, overseeing the title's presence in 27 territories and its expansion into new areas. It is soon to launch in China, where it is set to go head-to-head with Dennis Publishing's Maxim.
Paul Keenan, the chief executive of Emap Consumer Magazines, said of Pullan's appointment: "David is an outstanding leader and an entrepreneurial general manager, and in that context we expect him to do great things with FHM. With his background we will get a new insight on how the magazine and the brand should change - all magazines benefit from fresh thinking."
Pullan added: "I'm very sad to be leaving five after two fantastic years working with a great team but the opportunity to take on such a challenge was too good to pass up."
As well as being credited for successfully rebranding five alongside its former head of programming, Kevin Lygo, Pullan's TV heritage extends back to his time at MTV when he was the vice-president of marketing and digital channels for MTV Networks, the UK and Ireland.
Keenan did not discount Pullan extending FHM's presence in TV beyond programme properties such as last year's High Street Honeys - a Sky One spin-off from the feature of the same name.
Pullan will join Emap in June.