CMO Conversation With Lisa Baird (USOC)

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Change Requires Collaboration

At the USOC, Lisa Baird has launched an e-commerce site, several new marketing platforms that have successfully raised the awareness and profiel of Team USA and led the redesign of the USOC brrand.

When senior vice president of marketing and consumer products for the National Football League (NFL), Lisa directed the league’s consumer products, direct marketing, e-commerce, entertainment marketing and advertising programs. She delivered $3 billion in retail sales, directed the launch of NFL Play60, a program to fight childhood obesity; developed the League’s first consumer generated ads for the 2006 Super Bowl; and launched a number of digital programs including the NFL’s Hispanic website, a revamped e-commerce site (NFLShop.com).

In short, Lisa has driven change wherever she’s been. Hear how she has used collaborative techniques to make all of this dynamic change happen.