She stands in for event director Rosemarie Sama while she is on maternity leave.
Reed Travel Exhibitions group exhibition director Craig Moyes said: "An integral member of the exhibition industry, Sally’s impressive career spans 12 years five of which were in Australia working for an event organiser and a speaker bureau in Sydney. For the past eight years, Sally has played a significant role at Reed Exhibitions in the UK and Clarion Events, organising exhibitions and conferences for the defence industry."
"I’m excited by the challenge of becoming immersed in the industry and working with the Melbourne Convention and Visitors Bureau to build on the success of AIME 2010," said de Swart.
AIME 2011 takes place at the Melbourne Convention and Exhibition Centre in February.