'In terms of brand and reputation, perception and recognition are all.
Stepping up the use of the international, UK and regional media, among other channels, so as to define and redefine London's brand, will be essential to ensure that messages stick in the mind and ear of our target audiences,' said Barlow.
Barlow has been with London First and its sister organisation London First Centre for six years, most recently as its executive director (communications).
Her new role see her head a team of four with responsibility for marketing the capital internationally, with an increased focus on using PR.
She reports to international business development executive director Andrew Clarke.
The deployment of the new communications team is part of a restructure of London First's marketing and 'lead generation programme'.
London First is supported by more than 300 businesses and seeks to promote the advantages of working in the capital.
London First Centre, a public-private partnership, is a consultancy service for firms seeking to invest. It is supported by the London Development Agency, the Government-backed Invest UK and the Corporation of London.
Ernst & Young's latest European Investment Monitor report, released last week, showed that London remains Europe's leading inward investment destination, despite increasing competition from cities on the continent.