Denny, formerly head of marketing for the London Organising Committee of the Olympic and Paralympic Games (LOCOG), will join UK Athletics after four successful years at British Swimming and the Amateur Swimming Association, where he was responsible for the marketing, comms and ticketing functions.
Denny said: "It’s a great honour to be a part of such a fantastic event five years on from the London 2012 Olympic and Paralympic Games. I have no doubt that London 2017 will continue to showcase the UK’s potential in hosting and delivering world-class events."
Denny is joined by Michael Beloff QC, who is taking up the role of honorary legal adviser to London 2017.
Beloff has appeared in The Times Law 100 listing of the most influential lawyers in Britain, and was president of Trinity College, Oxford, between 1996 and 2006. He has also held positions including ethics commissioner for the London 2012 bid and chairman of the IAAF Ethics Commission.
Beloff said: "I am certain that London 2017 shall be another occasion for stellar performances in track and field and that British competitors will bring back memories of ‘Super Saturday’ in 2012, adding lustre to the legend of the Queen Elizabeth Olympic Park."
Sally Bolton, managing director of London 2017, added: "I am relishing the opportunity to work alongside two people who will add tremendous value to the championships."