Irvin has joined from rival magazine publisher Hearst UK, where she worked as editor of She before its closure last year.
She has also been editor of Sugar and ELLEgirl, editor-at-large of Grazia and acting editor of Company.
In her new role, Irvin will work across the titles, Mother & Baby and Pregnancy & Birth, and the online brand www.askamum.co.uk.
Additionally, she will work on StorkUp, the digital start-up in which Bauer has invested that showcases baby and children's products available online.
Bauer Media said that Irvin will oversee a modernisation strategy in its approach to creating digital content, with a rage of apps planned to launch, along with tablet editions.Follow @johnreynolds10