LISA BAIRD
Chief Marketing Officer
Lisa Baird was named chief marketing officer of the United States Olympic Committee on Jan. 20, 2009. As the USOC’s CMO, Baird directs the sales and marketing division and oversees the development of innovative corporate sponsorship and licensing programs. Since joining the USOC, she has signed a number of sponsors, including first-time partners BMW Group in North America, BP, Dow Chemical and Procter & Gamble, and launched an e-commerce site and several new marketing platforms that have successfully raised the awareness and profile of Team USA. In 2010, she led the redesign of the USOC brand.
From 2005-07, Baird served as senior vice president of marketing and consumer products for the NFL, where she directed the league’s consumer products, direct marketing, e-commerce, entertainment marketing and advertising programs. At the NFL, she oversaw a portfolio of more than 150 licensees that delivered $3 billion in retail sales. Baird also directed the launch of NFL Play60, a program to fight childhood obesity; developed the League’s first consumer-generated ads for the 2006 Super Bowl; and launched a number of digital programs including the NFL’s Hispanic website, a revamped e-commerce site (NFLShop.com) and NFLRUSH.com.
From 1999-2005, Baird worked at IBM, first as vice president of advertising and then as senior vice president of worldwide marketing communications. She led IBM’s global marketing initiatives, including the development and execution of advertising, sports marketing, direct marketing, digital marketing and media campaigns in more than 70 countries. Additionally, she was responsible for the IBM e-business campaign, which won the 2006 Grand Effie award as well as numerous advertising, direct marketing and web awards.
From 1996-99, Baird held a series of marketing positions at General Motors, including chief creative officer of e-gm. Prior to that, she worked in positions with leading consumer products companies, including Bristol Meyers Squibb, Johnson & Johnson and Procter & Gamble.
Named one of the top business-to-business marketers in 2004, Baird also serves on the Penn State Center for Sports Business and Research Advisory board. She received her bachelor’s and master’s degrees from Penn State University and currently resides in Connecticut with her husband, Bob, and their three children.