Barbara is one of the most highly regarded sports marketing executives in China with 15 years’ experience at IMG.
She has extensive knowledge and experience as well as top level management, consulting and negotiation skills in sports events, sport tourism, recreational properties and operation of sport facilities.
As VP of IMG China, she led sports and leisure market research, signature events strategy & operations as well as sports & leisure facilities business planning & development. Barbara actively participated in the growth of the company’s activities, generating new businesses and firsts in the world of sport & entertainment. She has worked extensively with government institutions throughout the country to promote cities and provinces through hosting world class sport events.
She for example oversaw the organisation of the Beijing NBA exhibition games of LA Lakers, NY Knicks and San Antonio Spurs and brought the ATP Champions Tour to Chengdu. From 2012 onwards, she spearheaded the development of Mass Participation events in China with the Beijing International Triathlon, The Colour Run events across China (+1M runners), Run To The Beat Half marathon and Giro Ride Like a Pro. For all those events, she oversaw the event production and management, as well as sponsorship sales and sponsor services.