The news follows the promotion of Craig Moyes as head of the newly restructured leisure portfolio.
Coventry, the former managing director of W&O Events, will oversee the company’s international meetings and events portfolio, which currently take place in seven global destinations including Spain, China, the US, India, South Africa, Australia and Abu Dhabi.
Richard Mortimore, UK chief executive of Reed Travel Exhibitions, said: "We are delighted that Sallie has accepted this position and we are confident that her broad range of expertise will ensure she excels in the role which encompasses multiple shows in a highly competitive, global industry segment.
"At W&O Sallie successfully oversaw double-digit growth of her key accounts over three consecutive years and was responsible for building and developing a team of highly skilled event professionals to service client needs."
Coventry added: "I'm very excited to be joining the Reed team and to have the opportunity to build on the great success of the portfolio.
"The IBTM shows are well respected in the industry and I take this heritage very seriously. I intend to maintain this legacy, whilst bringing a fresh perspective from my experience as a buyer."
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