Owen will oversee all consumer and digital marketing activity, leading a "coherent brand strategy" for Channel 4's network of channels and new media services, including on and off air marketing campaigns.
She will report to Channel 4's director of marketing and communications Dan Brooke, who returned to the broadcaster in October last year.
Owen joined Channel 4 in 2007 from advertising agency BBH, first as marketing manager for E4 and comedy, before being promoted to group marketing manager in 2008.
Her marketing credits include campaigns for dramas This is England '86 and The Promise, as well as entertainment shows The Alternative Election Night, Peter Kay's Britain's Got the Pop Factor, and Derren Brown's How to Predict The Lottery.
"Channel 4 is being reinvented and Sarah is in the cockpit of that mission. She's a great talent and we're lucky to have her," said Brooke.
Owen added: "I've enjoyed my time so far at Channel 4 immensely and am really looking forward to leading the team during what will no doubt be a fascinating and exciting time for British television."
Also today, commercial television marketing body Thinkbox confirmed the appointment of Andrew MacGillivray as its new marketing director.