National Executive Board Member

Lisa Baird
Chief Marketing Officer
United States Olympic Committee

Lisa Baird was named Chief Marketing Officer of the United States Olympic Committee on Jan. 20, 2009. As CMO, Baird directs the sales and marketing division, overseeing sponsorship, properties, media, events, consumer products and direct marketing. Since joining the USOC, she has signed more than $500 million in sponsorship revenue and has successfully raised the profile of Team USA, the leading sports brand in the United States with a corporate reputation and brand ratings topping every other sports property. In 2013, 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 marketing programs including the “Road To” experiential tour, award-winning digital media initiatives and several cause marketing programs.  She works closely with the USOC’s exclusive broadcast partner NBC on partnerships including the joint Broadcast rights for the 2014 and 2016 Paralympic Games and renewed the U.S. Olympic Trials rights through 2032.

From 2005-07, Baird served as Senior Vice President of Marketing and Consumer Products for the NFL. From 1999-2005, Baird worked at IBM, first as Vice President of Advertising and then as Senior Vice President of Worldwide Marketing Communications.  From 1982-99, Baird held a series of marketing positions at General Motors, Bristol Meyers Squibb, Johnson & Johnson and Procter & Gamble.

Baird has been honored as one of the top women in sports, including WISE Woman of 2011, SBJ 2011 Game Changer, and is a multiple AWNY award winner.  In 2012, she won Promax Sports Media Game Changer Award. And most recently, she was recognized as one of the 2014 Top Brand Innovators.  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.