U.S. Olympic Committee Names Lisa Baird Chief Marketing Officer

(COLORADO SPRINGS, Colo.) - A highly respected marketing executive with 25 years of experience in marketing, sales, licensing, brand development, consumer products and digital marketing is joining the United States Olympic Committee (USOC) as the organization's new Chief Marketing Officer.

Lisa Baird, who has held senior-level marketing positions with organizations such as the National Football League, IBM, General Motors and Procter and Gamble, will begin her new duties with the USOC on January 20.  She will direct the USOC's Sales and Marketing Division and oversee the development of innovative corporate sponsorship and licensing programs that deliver maximum return-on-investment to the USOC's family of Corporate Partners while leveraging the unique attributes of the U.S. Olympic Team brand.

"We are extremely pleased to welcome to the USOC an individual with the talent, expertise and proven record of success Lisa brings," Chief Executive Officer Jim Scherr said.  "Lisa recognizes the importance of delivering not only service and support, but innovative thinking and creative solutions to our family of Corporate Partners.  She also recognizes the value and strength of the U.S. Olympic Team brand, and we are thrilled to welcome her to the United State Olympic Committee."

"I am excited by the opportunity to join the USOC," Baird said. "The Olympic brand is iconic and has a tradition of successful partnerships with the world's leading global corporate brands.  I am looking forward to working with the USOC team, National Governing Bodies and Corporate Partners to create marketing and consumer products programs that build new audiences and loyalty to the Olympic Movement."

Baird joins the USOC from Brand Value Advisors, a consultancy advising private equity, merger and acquisition and venture capital clients.  From 2005-2007, Baird served as Senior Vice President, Marketing and Consumer Products for the National Football League (NFL), where she directed the league's consumer products, direct marketing, e-commerce, entertainment marketing and advertising programs.  She oversaw a portfolio of more than 150 licensees that delivered $3 billion in retail sales.  Baird developed the League's first consumer generated ads for the 2006 Super Bowl, launched the League's first youth and Hispanic websites and helped develop NFLShop.com into one of the premier e-commerce sites in sports.  She also launched the first virtual sports world for kids, NFLRushZone.com.

From 1999-2005, Baird worked at IBM, first as Vice President, Advertising and then as Senior Vice President, 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 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 1996-1999, Baird held a series of marketing positions at General Motors, including serving as 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.

Baird, 47, is a graduate of Penn State University with both a Bachelor of Arts and Masters of Business Administration degree.  She was named one of the top Business-to-Business Marketers in 2004 and serves on the Penn State Center for Sports Business and Research Advisory Board.  She and her husband, Bob Baird, live in Connecticut with their three children. 

For more information, please contact the USOC Media and Public Relations Division (719/866-4529).