Allen is to leave her role as head of sales and business events at The Barbican after four years to join Twickenham Experience as head of conference and events sales.
A proactive member of the events industry, Allen has held an array of voluntary roles including her current position as vice chair of the BVEP (British Visits and Events Partnership). She is also past president of MPI’s UK and Ireland Chapter and served for more than six years on its board.
Allen was also instrumental in setting up London City Selection, a consortium of venues in the City of London that has driven business opportunities to the capital.
Allen said: "I’m delighted to be starting 2014 with such an exciting new opportunity. Twickenham is an iconic venue that has developed an excellent track record in delivering successful conferences and events.
"I am really looking forward to coming on board in this new role, driving Twickenham’s strategy for growth and further developing the team to take the home of England rugby to new heights in terms of conference and events sales."
Chris Morris, managing director of Twickenham Experience, added: "Samme’s experience and track record of success throughout the industry is second-to-none. We already have a very strong non-match day business and Samme will help us to achieve our ambitious growth targets. I am delighted Samme will be joining us and bringing her energy and expertise to the Twickenham team."