Coventry joins the agency having left her post as portfolio director at Reed Exhibitions in December where she has overall responsibility for IBTM's global events.
In her new role she will work primarily on global healthcare accounts and be responsible for developing new areas and markets for the agency.
Coventry, who was also spent three years as managing director at W&O, featured in C&IT's A List, a collection of the event industry's top agency talent aged 35 and under.
Commenting on Coventry’s appointment, Russ Lidstone CEO, WRG Worldwide and The Creative Engagement Group said: "Sallie is not only a brilliantly talented professional with loads of experience in the events business, running teams and delivering for clients, but she’s also a fantastic person.
"She joins WRG at a really exciting time, as we capitalise on the strategic alliance with The Moment and Just Communicate in order to deliver ground-breaking ways to engage audiences for our clients."
Coventry added: "Having spent the last 20 years in client-facing roles, I have a passion for delivering world-class solutions. I was attracted to WRG because of its great people and great reputation.
"I’m really looking forward to working with the team and opening up new opportunities for our clients."
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