The coherent control of laser-driven intramolecular hydrogen transfer is considered in the presence of pure dephasing. Emphasis is put on performing the optimization in the presence of dephasing. Simple analytical expressions are obtained for the optimal pulse shape and optimal yield as functions of the dephasing rate constant. It is found that dephasing is not always uncontrollable and destructive, and that the optimal pulse shape is dictated by the minimization of the destructive attributes of the dephasing processes, as much as by steering the coherent component of the dynamics towards the desired goal.