Barbara McHugh, is the Senior Vice President of Marketing for Major League Baseball in New York City. In her role, McHugh oversees all aspects of MLB’s Marketing including New Media and Content Marketing, Club Marketing Initiatives, Digital Marketing & Media, Analytics and International Events.
Since being promoted to her current position in April 2018, McHugh reorganized the league’s Marketing department leading to a number of new and impactful campaigns, programs and events. McHugh’s team introduced “Let The Kids Play” and “We Play Loud,” critically-acclaimed, digital-first, content-driven campaigns that celebrate the passion and skill of MLB players. Her team created MLB FoodFest, which has brought unique food items from MLB ballparks to fan events in New York, Los Angeles and London. In addition, McHugh’s team developed the Player Social program, which delivers photos, videos and original content to players for use on their personal social accounts. The effort has significantly increased the following and engagement for the more than 400 players participating in the program. In addition, McHugh took a leading role in planning and executing MLB’s largest international play plan in 2019, which featured 10 games on three continents including the first ever MLB games in Europe. McHugh has also led promotional partnerships with entertainment brands including Game of Thrones, Stranger Things, and The Sandlot resulting in theme nights in MLB ballparks throughout the league.
In March 2009, McHugh joined MLB’s digital arm, MLB Advanced Media (MLBAM), where she was responsible for its marketing and digital advertising strategies, online ticket sales campaigns, and cross-platform promotion of other e-commerce businesses and digital products, such as MLB.TV and the MLB At Bat and MLB Ballpark mobile apps.
Prior to her time at MLBAM, McHugh worked for the Sports Museum of America, and also spent more than six years in the marketing department at the New York Mets.
A native of Brooklyn, N.Y., McHugh holds a Bachelor’s Degree in business administration with a concentration in marketing and a minor in communications from Le Moyne College in Syracuse, NY.
Welcome & Opening Remarks
Understanding Gen Z Content Consumption
As brands, properties and content creators attempt to reach the ever-distracted minds and eyes of millennials and Gen Z’s, we’ll discuss how different audiences are consuming content and streaming sports differently to reach them in an authentic way.