Heather Hinkel

Senior Director, Brand Strategy, Minnesota Twins

Heather Hinkel is the new Senior Director of Brand Strategy for the Minnesota Twins.

She brings an expertise in brand, business, engagement and experience strategy, along with consumer insights and research, honed through over 15 years of marketing experience at renowned agencies Zeus Jones, OLSON and Martin Williams.

At the Twins she oversees the brand marketing department which includes; digital strategy, media, advertising, promotions, experiential, social, fan research and ultimately the evolution of the brand.

Heather joined the Minnesota Twins to look beyond the game of baseball. For much of its first 150 years, the industry of baseball relied primarily on baseball the game. Now, hits, runs and errors are just a part of the experience, a fraction of what defines a team’s brand. Those teams that adapt to our changing world – those who can tap into the hearts and minds of all generations of fans (and non-fans alike) – are those that will continue to thrive.

Baseball truly is America’s game, and has been for a century-and-a-half. Thanks to people like Heather Hinkel, and teams like the Minnesota Twins, it will remain our national pastime – one that is adapting and evolving to engage those who have loved the game since 1969, those falling for it in 2020, and those that will be introduced to it in 2029.


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New York

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22

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Irving, TX

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