Lisa Baird was named chief marketing officer of the United States Olympic Committee (USOC) on Jan. 20, 2009. As the USOC’s CMO, Baird directs the sales and marketing division, and oversees corporate sponsorship, properties, media, events, consumer products, and direct marketing. Since joining the USOC, she has signed more than $400 million in revenue in one of the most challenging marketplaces in recent years and has successfully raised the awareness and profile of Team USA. Team USA and the U.S. Olympic and Paralympic Teams are the leading sports brands in the United States, with a corporate reputation and athlete ratings topping every other property. In 2012, the USOC was recognized as the League of the Year by Sports Business Journal for its business, organization, and sports success.
Baird has launched a number of innovative new fan platforms including the Road to Program and the award-winning Raise Our Flag campaign, which was designed to increase the awareness of the USOC as a privately funded organization. In 2010, she led a redesign for the USOC brand and built a licensing business that achieved $100 million in retail sales in 2012. She also oversaw the launch of multiple media initiatives including a new website, an original content partnership with YouTube, the organization’s first mobile application, new social platforms, and new digital media agreements with 23 national governing bodies. The growth of the U.S. Olympic Team Trials into a nationally recognized sporting event platform also has been a focus of Baird’s.
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. Baird also directed the launch of NFL Play60, a program encouraging kids sporting activity and was the marketing lead working with the New Orleans Saints to re-open the Super Dome after Hurricane Katrina.
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 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 1993-99, Baird held a series of marketing positions at General Motors, Bristol Meyers Squibb, Johnson & Johnson, and Proctor & Gamble.
Baird has been honored as one of the top women in sports marketing, including WISE Woman of the Year in 2001, SBJ 2011 Game Changer, and has been honored multiple times by AWNY. In 2012, she won the 2012 Promax Sports Media Game Changer Award. Baird also serves on the Penn State Center for Sports Business and Research Advisory Board. She earned her bachelor’s and master’s degrees from Penn State University and currently resides in Connecticut with her husband, Bob, and their three children.