Marketing veteran Baird takes USOC post

Lisa Baird didn't flinch in landing corporate sponsors for the NFL, directing a worldwide marketing campaign for IBM and generating Internet revenues for General Motors.

Now, she'll try to convince America's largest companies that an economic downturn isn't reason to stop spending advertising dollars on the Olympics.

The U.S. Olympic Committee named Baird, 47, of Old Greenwich, Conn., its chief marketing officer Monday, two months after Rick Burton left the Colorado Springs-based organization to re-launch his consulting group.

High on Baird's to-do list - the Penn State graduate who is married and has three children is scheduled to start Jan. 20 - will be assisting the negotiation of contract renewals with AT&T, Bank of America and Kellogg's.

The USOC has 16 sponsors signed through 2012, most notably Allstate and Anheuser-Busch. It needs an auto maker to replace GM and a home-improvement company to take the spot of The Home Depot.

"The Olympic brand is iconic and has a tradition of successful partnerships with the world's leading global corporate brands," Baird said in a statement. "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."

USOC chief executive officer Jim Scherr said, "We are extremely pleased to welcome to the USOC an individual with the talent, expertise and proven record of success Lisa brings. Lisa recognizes the importance of delivering not only service and support but innovative thinking and creative solutions to our family of corporate partners."

Baird most recently worked for Brand Value Advisors, a New York consulting firm.

From 2005-07, she oversaw 150-plus NFL licensees that delivered $3 billion in retail sales, and from 1999-2005, she led IBM's global marketing initiatives in 70 countries.

From 1996-99, she held several marketing positions at GM.

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