Pembrooke joins from Global Radio where he spent three years as group director, online and interactive.
He joins ITV as it attempts to offset flagging TV advertising revenues by boosting money from pay-per view broadcasting and the Internet.
Last week, ITV’s new chief executive Adam Crozier told BBC Radio 4’s Today programme the broadcaster had got left behind as the “media landscape” developed. ITV is “fairly dysfunctional” and “needs fixing” its chief executive Adam Crozier has warned.
Pembrooke will report to Fru Hazlitt, ITV’s managing director of commercial and online, who started this month.
She says: “As we progress the transformational change plan, key priorities are to refocus and overhaul the site ensuring that users can quickly and easily engage with our content in a way that is appropriate to the platform.
Priorities for ITV.com will include extending exclusive content, video on demand and increasing revenues from advertising and from the consumer. Hazlitt also says that ITV.com needs to find the right distribution strategy for the ITV player.
Before Global Radio, Pembrooke was director of product operations at Yahoo! Europe.