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 corporate sponsorship, properties, media, events, consumer products and direct marketing. Since joining the USOC, she has signed more than $400 million in revenue and has successfully raised the awareness and profile of Team USA and the U.S. Olympic and Paralympic Teams.
Baird has launched a number of innovative new fan platforms including the Road to Program. In 2010, Baird led a redesign for the USOC brand and built a licensing business that achieved $100 million in retail sales in 2012, 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.