Townsend, currently director of interactive services and e-commerce at Telewest, joins TfL this month in the new role of director of group marketing.
He will report to Jay Walder, managing director of finance and planning, and will oversee the task of marketing the Congestion Charge, as well as taking on responsibility for promoting the London Underground (LU) network to the capital's eight million residents.
The Tube is currently awaiting a date for its integration into TfL, which is expected to take place in the summer. It is not yet clear whether Adam Goulcher, director of marketing and planning for LU, will retain the role when the integration is complete.
Tim O'Toole, the recently appointed managing director of LU, is expected to make a decision on the top marketing job shortly. A spokeswoman for LU said there was no indication as to whether Goulcher would remain in his current role.
Townsend's arrival will trigger the assimilation of the marketing function within the TfL finance and planning directorate. Group marketing includes travel information services, customer relations, marketing communications, central customer research and marketing strategy.
A former BSkyB marketer, Townsend could not be reached for comment as Marketing went to press.
Since the launch of the Congestion Charge in February, thousands of motorists have had to pay £5 to drive within a central London zone during restricted hours.
The scheme is being backed by a marketing campaign, created by TBWA/London and Triangle Communications, which informs drivers about how to pay the charge.
Cities around the world are monitoring the scheme to see if it can be replicated overseas to reduce traffic build-up.
Ken Livingstone, the Mayor of London, has staked his reputation on the success of the initiative, with the next mayoral elections due to take place next year.
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