Tipto’s Lorna Willis-Edwards has been promoted to the new role of events director.

Willis-Edwards has taken up the position at UK retail consultancy FORE, parent company of the Truly Independent Professional Travel Organisation, after five years as account manager.

The company is recruiting for a replacement to run the Tipto account.

Willis-Edwards now has a wider remit to develop the wider event portfolio at FORE and parent Menzies Distribution, to target the retail, media, and news trade as well as the travel industry.

She will retain responsibility for Tipto at a senior level,  continuing to work with the leadership team and attending general meetings.

The new account manager will be tasked with overseeing the organisation of Tipto’s trade roadshows, SuperShows and other activities.

Willis-Edwards said:I am truly excited to be expanding my role within FORE and Menzies, it offers a fantastic new challenge and gives me the opportunity to help grow the business whilst still maintain active involvement in Tipto. Having worked with the Tipto team and its suppliers for the past five years, I’m very much looking forward to being part of its continued success and pushing things to the next level.”

Jane Atkins, Tipto chairman, added: “Lorna is a huge part of Tipto’s success to date and she thoroughly deserves to take on this newly created role. I’m delighted she will maintain her involvement with Tipto and I know that she’ll rise to any challenges the position of events director brings with it.”